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Article
Publication date: 28 February 2019

Sabine Gebert-Persson, Mikael Gidhagen, James E. Sallis and Heléne Lundberg

The purpose of this paper is to develop and test a theoretical framework explaining the adoption of online insurance claims characterised by infrequent interactions, inherent…

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Abstract

Purpose

The purpose of this paper is to develop and test a theoretical framework explaining the adoption of online insurance claims characterised by infrequent interactions, inherent complexity and risk. It extends the technology acceptance model to include knowledge-related and trust-related beliefs.

Design/methodology/approach

The framework is tested with structural equation modelling using data from a survey of 292 customers who made online insurance claims. Findings are further explained through 30 telephone interviews conducted with online and offline claimants.

Findings

Previous research in financial services has shown trust to be equally or more important than perceived usefulness and perceived ease of use in forming attitudes towards adopting online insurance applications. The findings of this paper contradict this by showing, at best, a weak relationship between trusting attitude and intention to use the online service. Trust is somewhat meaningful; however, perceived ease of use, perceived usefulness and technology attitude are substantially more important in an online insurance claims setting.

Research limitations/implications

Contradictory results always beg further research to assure their robustness. Nevertheless, they can also point to a developing trend where trust in the internet channel, per se, is of diminishing importance. Internet and product knowledge are not as pertinent to forming intentions as usefulness and ease of use.

Practical implications

To encourage customers to adopt online applications for a trusted company, all emphasis should be on user friendliness and perceived usefulness of the online interface.

Originality/value

Compared to other channels, consumers are no longer naïve or distrustful of the online channel for interacting with a firm. If they perceive usefulness and ease of use, they will adopt the offered service.

Details

International Journal of Bank Marketing, vol. 37 no. 2
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 11 October 2011

Mikael Gidhagen and Sabine Gebert Persson

The purpose of this paper is to develop a conceptual model for explaining insurance customers' intentions towards using the internet as a channel for communication and interaction…

2100

Abstract

Purpose

The purpose of this paper is to develop a conceptual model for explaining insurance customers' intentions towards using the internet as a channel for communication and interaction with insurance companies by integrating Technology Acceptance Model (TAM) and trust.

Design/methodology/approach

The paper seeks to conceptually develop an integrated framework for studying and measuring the perceptions of customers towards using the internet as a source of communication and interaction. The TAM model is taken as a point of departure where trust and trustworthiness, being essential in insurance relationships, have been included in the model. Trust is divided into perceived competence, perceived benevolence and perceived integrity, which in turn affect whether the customer will find the firm trustworthy or not. A second dimension that is developed in this paper is the disposition to trust, which is defined as a customer‐related factor. This disposition to trust is in turn affected by the customer's internet knowledge and product knowledge.

Findings

The paper contributes by developing the model for understanding and explaining factors that affect customers' attitudes and intentions towards on‐line interactions. By emphasizing internet‐, customer‐ and Ffrm‐related factors, it would arguably be possible to explain factors that affect trust, and trustworthiness, as well as the customer's attitudes towards the organization and the communication and distribution channel while also integrating the customer‐specific factors.

Research limitations

The model developed in this paper is conceptual and needs to be tested empirically.

Originality/value

The findings of this paper will serve as a basis for further research aiming at answering the research question on what factors affect customers' attitudes towards using the internet as an interface within the financial services sector. It also contributes to practices by identifying and defining factors that can affect trust in relationships as well as the choice of communication and distribution channels depending on customers' attitudes.

Details

International Journal of Bank Marketing, vol. 29 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 12 July 2011

Mikael Gidhagen, Oscar Persson Ridell and David Sörhammar

The objective of this paper is to present an empirically founded outline of value creation and the orchestration of this process.

3134

Abstract

Purpose

The objective of this paper is to present an empirically founded outline of value creation and the orchestration of this process.

Design/methodology/approach

A qualitative study of the video game industry was undertaken for which data were collected through use of both primary and secondary sources. The gathered data enabled a categorization of the industry, from both a user and a firm perspective, into different archetypical modes of value creation.

Findings

The study adds to the understanding of value creation by illustrating that a firm can orchestrate the process through which value is created by being: an inspirator; a facilitator, and an attendant. In illustrating the continuity of this process, the paper introduces the orchestrating firm and the value emergence process.

Research limitations/implications

In describing the modes through which interaction occurs within the video game industry, the paper provides an outline which can be used for further investigations of value creation. This industry holds, however, certain features making the arguments presented in need of further research.

Practical implications

Based on the empirical findings, an outline is provided for the allocation and deployment of internal resources in order to enable continuous value creation.

Originality/value

The paper empirically exemplifies how value creation is orchestrated by developing firms within the video game industry and illustrates value creation as a continuous process; a value emergence process.

Details

Managing Service Quality: An International Journal, vol. 21 no. 4
Type: Research Article
ISSN: 0960-4529

Keywords

Available. Content available
Article
Publication date: 11 October 2011

Julie Robson

588

Abstract

Details

International Journal of Bank Marketing, vol. 29 no. 7
Type: Research Article
ISSN: 0265-2323

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