Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
Currently: Marketing i Zarządzanie
Tradycyjne i nowoczesne kanały dystrybucji wykorzystywane w procesie świadczenia usług ubezpieczeniowych dojrzałym konsumentom
(Traditional and Modern Distribution Channels Used in the Process of Providing Insurance Services for Mature Consumers)
DOI: 10.18276/pzfm.2015.41/2-35
Cite
The full text is available
| ISSN: | 1509-0507 |
| eISSN: | 2353-2874 |
| Authors: |
Bogumił
Czerwiński
Politechnika Gdańska |
| Keywords: | distribution channels insurance services mature consumers demographics |
| Issue / book publication date: | 2015 |
| Page range: | 12 (435-446) |
| OAI-PMH: | Metadata |
| |
Abstract
The subject of the paper are insurance services provided with traditional and modern distribution channels. The paper focuses on people above 50 years old, particularly sensitive to the process of the digital exclusion. The literature review allow to formulate the research hypothesis: socio-demographic characteristics of people over 50 years old affect their inclination of using insurance services through traditional and modern distribution channels. A survey conducted among 753 people aged 50+ from the northern Poland allowed for positive verification of the hypothesis in the field of modern channels, with significant impacts on income, education, age and labor market status. The study did not confirm the hypothesis established in the field of traditional distribution channels. The paper also contains recommendations for economic practice that contributes to better adaptation of market offer to customers' needs and reduce the scale of financial exclusion in the insurance market.
Preview PDF
Bibliography (13)
- Beatty R.C., Shim J.P., Jones M.S., Factors influencing corporate web site adoption: a time-based assessment, „Information & Management” 2001, Vol. 38, Iss. 6.
- Buko J., Przeciwdziałanie wykluczeniu finansowemu jako element wspierania spójności społecznej, w: Nierówności społeczne a wzrost gospodarczy, nr 18, Wyd. Uniwersytetu Rzeszowskiego, Rzeszów 2011.
- Churchill G.A., Badania marketingowe. Podstawy metodologiczne, Wyd. Naukowe PWN, Warszawa 2002.
- Czerwiński B., Innowacje w działalności marketingowej instytucji finansowych na rynku polskim, „Marketing i Rynek” 2014, nr 8.
- Hurlen P. et al., Introducing PACS to the late majority. A longitudinal study, „Journal of Digital Imaging” 2010, Vol. 23, No. 1.
- Kubicki P., Ubóstwo i wykluczenie społeczne osób starszych, ekspertyza przygotowana w ramach projektu „EAPN Polska – razem na rzecz Europy Socjalnej”, Warszawa 2010.
- Mahajan V., Muller E., Srivastava R.K., Determinants of adopter categories using innovation diffusion models, „Journal of Marketing Research” 1990, Vol. 27, No. 1.
- Mattila M., Karjaluoto H. Pento T., Internet banking adoption among mature customers: early majority or laggards?, „Journal of Services Marketing” 2003, Vol. 17, Iss. 5.
- Postrzeganie własnego miejsca w strukturze społecznej. Komunikat z badań, CBOS, Warszawa 2013.
- Prognoza ludności na lata 2014–2050, GUS, Warszawa 2014.
- Singer D.D. et al., The frequency and intensity of experience in online banking use, „Journal of Internet Banking and Commerce” 2012, Vol. 17, No. 1.
- Trocchia P.J., Janda S., A phenomenological investigation of Internet usage among older individuals, „Journal of Consumer Marketing” 2000, Vol. 17, No. 7.
- Yousafzai S., Yani-de-Soriano M., Understanding customer-specific factors underpinning internet banking adoption, „International Journal of Bank Marketing” 2012, Vol. 30, Iss. 1.