| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.16 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O fenómeno da digitalização tem impulsionado mudanças significativas em diversos setores económicos, nomeadamente no setor segurador, que se tem readaptado ao longo dos últimos anos. Em Portugal, a pandemia Covid-19 acelerou o processo de digitalização que o setor enfrentava, impulsionando cada vez mais as interações digitais entre seguradoras e Clientes. A presente investigação centra-se no estudo do contributo da digitalização para a satisfação do consumidor no setor segurador, em Portugal. Procurou-se, com recurso a revisão bibliográfica e a uma metodologia quantitativa compreender de que forma a digitalização contribui para a satisfação do consumidor no setor, estudar as preferências dos consumidores no ambiente digital e quais os motivos que levam alguns deles a não utilizar os canais digitais das Companhias de Seguros, assim como analisar o impacto da satisfação no word of mouth positivo e na lealdade do consumidor. Através de uma amostra de 282 consumidores e com recurso a modelos de Regressão Linear Múltipla e Simples testaram-se as hipóteses formuladas no modelo de investigação. Consideraram-se como fatores de influência da Satisfação do Consumidor a Conveniência, Privacidade, Facilidade de utilização, Segurança, Website Design e a Qualidade de Informação. Como variáveis consequentes o Word of Mouth e a Lealdade do Consumidor. Para além dos resultados obtidos é apresentada uma discussão sobre os mesmos e são identificadas as limitações inerentes a este estudo, as suas contribuições teóricas e práticas e ainda elencadas algumas recomendações para futuras investigações.
The digitalization phenomenon has driven to significant changes in several economic areas, mainly in the insurance sector, which has been readapting over the last years. In Portugal, Covid-19 accelerated the digital process of the sector boosting digital interactions between Insurance companies and their clients. This investigation focuses on how digitalization can contribute to consumer satisfaction in the insurance sector in Portugal. Based on the literature review and a quantitative method, our focus was to understand how digitalization can contribute to consumer satisfaction as well as analyzing consumers preferences in a digital environment and the reasons why some consumers do not use digital channels. We analyzed the impact of consumer satisfaction on positive word of mouth and customer loyalty. The hypotheses were tested based on a sample of 282 consumers and using multiple and simple regression. The factors that can influence consumer satisfaction are Convenience, Privacy, Ease of Use, Security, Website Design and Quality Information. As consequences of it we identified positive Word of Mouth and customer loyalty. In addition to the results of this survey, we analyze and discuss the data, pointing out the limitations linked to this study and recommendations for future investigations.
The digitalization phenomenon has driven to significant changes in several economic areas, mainly in the insurance sector, which has been readapting over the last years. In Portugal, Covid-19 accelerated the digital process of the sector boosting digital interactions between Insurance companies and their clients. This investigation focuses on how digitalization can contribute to consumer satisfaction in the insurance sector in Portugal. Based on the literature review and a quantitative method, our focus was to understand how digitalization can contribute to consumer satisfaction as well as analyzing consumers preferences in a digital environment and the reasons why some consumers do not use digital channels. We analyzed the impact of consumer satisfaction on positive word of mouth and customer loyalty. The hypotheses were tested based on a sample of 282 consumers and using multiple and simple regression. The factors that can influence consumer satisfaction are Convenience, Privacy, Ease of Use, Security, Website Design and Quality Information. As consequences of it we identified positive Word of Mouth and customer loyalty. In addition to the results of this survey, we analyze and discuss the data, pointing out the limitations linked to this study and recommendations for future investigations.
Description
Keywords
Digitalização Satisfação do Consumidor Setor Segurador Websites Aplicação móvel