Philipp Hendrik Steiner

Vernetzte Dienstleistungskunden als Co-Creators – die Rolle von Social Media

Neue Formen der Kommunikation und Interaktion haben alltagliche Verhaltensweisen von Individuen stark verandert. Dank Internet und seiner wohl pragnantesten Auspragung der letzten Jahre, den Social Media, erleben wir neue Kommunikations- und Interaktionsformen, sowohl im privaten Bereich als auch in den Markten. So wird die traditionelle One-to-Many-Logik zunehmend abgelost durch eine Many-to-Many-Logik, in der der Vernetzungs- und Partizipationsgrad stark angestiegen ist. Diese Entwicklung wird vorangetrieben durch die rasanten technologischen Neuerungen, die es ermoglichen, ortsunabhangig und in Echtzeit am digitalen Geschehen teilzunehmen.

When customers are willing to disclose information in the insurance industry

The purpose of this paper is to show antecedents of customers’ information disclosure in the insurance industry and demonstrate central levers that foster customers’ information disclosure to companies in the insurance sector.,A conceptual model is presented, which is empirically tested with 3,494 insurance customers from ten counties with structural equation modelling and multi-group analysis.,Customer value in the insurance industry consists of three factors (customer value provided by the company, the agent, and the product) and affects information disclosure directly and indirectly (via satisfaction and trust).,Antecedents of customers’ information disclosure in the insurance industry were identified. Moreover, the authors show that, in line with resource exchange theory, customers are willing to disclose personal and behavioral data to an insurance company in exchange for lower premiums or additional services.,Customers expect benefits in exchange for their personal data. In combination with new technologies (e.g. smartphones or wearables), companies can offer tailored products to their customers and can create a win -win situation for customers as well as insurance companies.,The paper identifies the antecedents of customers’ information disclosure in the insurance industry with a conceptual model. This model is tested in ten countries and offers insights in established (e.g. USA) as well as emergent markets (e.g. Brazil).