Alt, Mónika Anetta; Săplăcan, Zsuzsa; Benedek, Botond; … - In: International Journal of Retail & Distribution Management 49 (2021) 5, pp. 652-677
Purpose: Digital technology is revolutionizing insurance distribution allowing the insurer companies to reach customers via multichannel. The aim of this study is to segment potential customers of life insurance based on their information search, purchasing channels and personal characteristics...