عنوان مقاله [English]
The main purpose of this research is to design a conceptual model of digital insurance.
This research is of exploratory, descriptive type and has been done with a qualitative approach based on grounded theory. Data collection tool is a semi-structured interview with 11 insurance industry experts who were selected by purposive sampling. Coding based on Strauss and Corbin's structure was done as open, axial and selective coding.
Codes and components of digital insurance (320 open codes, 15 sub-categories and 11 main categories) were counted from the interviews and compiled in the form of a conceptual data model of the foundation. The central categories is digital insurance, causal conditions (generational change, internationalization of the insurance industry, diversity of insurance services), Context conditions (technological context, organizational context, and cultural context), and intervening conditions (legal requirements and characteristics of the insurance industry). Strategies with a strategic, systematic, transformative approach and the development of digital culture and thinking were also adopted. Finally, the digital insurance model will have implications for the proposed values of the business model, intra-organizational benefits, and environmental reflections.
Digital transformation is defined as the transformation of a company to offer new or developed products to customers. One of the empowering factors in presenting new proposals is the use of information technology. The insurance industry is one of the most important service industries in Iran, which in recent years, has provided many of its services online. Also, due to the presence of startups in the field of insurance services, we are witnessing the emergence of digital insurance features in this industry. Bounds value proposition. In other words, if the digitization of organizations does not lead to two outputs of value proposition and internal benefits, we have simply achieved a change in hardware and software, and there has been no digital transformation. In the digital transformation model, an important point that is sometimes overlooked is the transformational frequencies that will be emitted from the environment around the industry. In digital transformation, the necessary actions, planning and predictions must be made to deal with these reflections. According to the results, it is suggested to pay attention to new hardware technologies to help the development and digital transformation in the insurance industry, especially in the sectors that create serious barriers to the issue of risk authenticity. Also, the development of digital culture in the society, related organizations as well as legal and regulatory institutions is necessary to help the digital development and transformation in the insurance industry, and protection laws and amendments to laws and regulations that hinder digital transformation should be on the agenda. Finally, it is reminded that today the development and influence of the Internet in all societies has reached a very high level and we are witnessing the same situation in Iran. Digital transformation can affect companies, business models, communications and products, and improve corporate performance and growth. The process of digitalization is closely related to the use of information and communication technology in the insurance sector.