Creating a Digital Insurance Model: A Grounded Theory Approach

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Business Management, Alborz Campus, University of Tehran, Tehran, Iran.

2 Associate Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

3 Assistant Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

Abstract

Objective
Digital transformation can impact companies, business models, communications, and products, enhancing company performance and driving growth. The primary objective of this research is to develop a conceptual model for digital insurance.
 
Methodology
This research is exploratory and descriptive, conducted using a qualitative approach grounded in theory. The data collection method involved semi-structured interviews with 11 insurance industry experts, selected through purposive sampling. Coding was performed according to Strauss and Corbin's framework, including open, axial, and selective coding.
 
Findings
The codes and components of digital insurance—comprising 355 open codes, 16 sub-categories, and 6 main categories—were extracted from the interviews and organized into a conceptual data model. The central categories include digital insurance itself, causal conditions (such as generational change, the internationalization of the insurance industry, and the diversity of insurance services), context conditions (including technological, organizational, and cultural contexts), and intervening conditions (like legal requirements and industry characteristics). Additionally, strategies incorporating a strategic, systematic, and transformative approach, along with the development of digital culture and thinking, were employed. Ultimately, the digital insurance model will influence proposed business model values, intra-organizational benefits, and environmental considerations.
Conclusion
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 as a value proposition. In other words, if the digitization of organizations does not lead to value propositions 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, necessary actions, planning, and predictions must be made to address 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 sectors that create serious barriers to the issue of risk authenticity. Additionally, the development of digital culture in society, related organizations, and legal and regulatory institutions is necessary to support 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 should be noted that today the development and influence of the Internet in all societies have 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.
 

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 16, Issue 2
2024
Pages 518-539

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