FACTORS AFFECTING THE TRUSTWORTHINESS OF DIGITAL LIFE INSURANCE SERVICES: A SURVEY OF CUSTOMERS IN AHMEDABAD

Abstract

The purpose of this research is to measure the credibility of digital life insurance services provided to customers in the city of Ahmedabad. However, as the life insurance industry gradually shifts towards the digital world, it is vital that both the personal insurance providers and customers understand the trust relationship between customers and digital insurance services in order to enable growth and retention. The research explores factors like Security of the website, Transparency of Information, Accessibility of Navigation, Customer Support, and Strategies of Digital Communication. We have an methodological approach, where we collect the information from the varied segment of customers in Ahmedabad and analyse their perception and experience of digital life insurance platforms. The insights generated from the findings are likely to be critical for insurance companies to fine-tune their digital products around drivers that are critical in establishing trust, thereby enabling better relationships with their customer base. The present study adds to the literature on digital insurance services and provides managerial implications to enhance the perceived trustworthiness of digital insurance services in the Indian context.