Building trust in digitalized insurance industry

This study, conducted in collaboration with Hami Sigorta, explores the structure, utilization, and impact of trust indicators in the customer journey within the digitalizing insurance sector and selected case studies exploring the same idea. The primary objective is to identify trust indicators and evaluate their impact on conversion rates to enhance consumer trust in Hami Sigorta. The research involving literature research, expert interviews, customer surveysThe study reveals that trust-building is a complex process influenced by various factors, including customer support, product specifications, and reviews, while social media indicators are considered less important. Trust indicators are categorized into External, Product, and Internal, aligning with different stages of the customer journey. The research highlights the importance of personal contact with customer support and the need for transparency and clear communication.The rise of artificial intelligence (AI) technologies has further enhanced the capability to analyze and improve trust indicators. AI models can process vast amounts of data, identifying patterns and providing personalized experiences that foster trust (Sharma et al., ۲۰۲۰). Moreover, AI-driven chatbots and virtual assistants are becoming integral to customer service, offering immediate support and consistent information (Garg, ۲۰۱۹).The research provides valuable insights into trust-building in the digital age. The study suggests rethinking the concept of trust throughout the customer journey and emphasizes the importance of showcasing customer testimonials and conducting extensive analysis. The inclusion of AI technologies in trust-building strategies can lead to more effective and reliable customer interactions (Huang & Rust, ۲۰۱۸).The study concludes with a strategic roadmap for Hami Sigorta, focusing on building and maintaining trust while capitalizing on upcoming opportunities. The research contributes to a deeper understanding of trust indicators and their role in consumer trust, offering recommendations for further exploration and practical applications in the insurance sector.

کلیدواژه ها:

Trust ، Digitalization ، Insurance ، AI