Nowadays, the term “digitization” no longer only describes the transformation of analog signals into digital ones, but also a development that shapes the overall economy – then often considered as “digitalization”. In order to meet the changing consumer behavior and to keep their competitive position, suppliers of both tangible and intangible goods need to serve their (potential) customers via stationary and digital channels at the same time. The competitive situation and expectations on the demand side are subject to change in the insurance industry, too. This is sometimes reflected in (digital) insurance services of high convenience. Ease and intuition of use can influence the success of customer acquisition in new business or customer loyalty in existing business. This is one main thought of this thesis, whose content is outlined below along its seven chapters. For insurers, changes due to digitalization are accompanied by the need for adaptation concerning new and existing business. Without any conclusion of contract, there is no insured person who, in turn, is threatened by the occurrence of certain risks. Understanding the trends in the area of online insurance application processes forms the starting point, which can certainly be linked to reflections on digital services focusing on the existing business. In addition to general comments on the concept of digitalization, the developments in the direct distribution of composite, life and health insurance contracts are outlined in chapter one. It has to be considered which factors influence these developments, which leads to corresponding research questions. Answering these questions is guided by the current state of research on the relevant aspects. On the one hand, this is digitalization as a phenomenon affecting today’s overall market activities. On the other hand, this is the demanders’ pursuit to reduce time or cognitive effort during the execution of insurance specific matters. To implement promising measures to attract or retain customers, insurers must be aware of their competitive position in the digital environment. Assessing the constitution of a defined industry is possible with Porter’s Concept of Industry Analysis with its five driving forces. An evaluation of these forces for the insurance sector with emphasis on digitalization-driven developments can be found in chapter two. It reveals that the establishment of the Internet as a communication and interaction medium involves the intention of serving the customer in a way that reduces their effort, especially since they increasingly demand this from potential contract partners themselves. Occasionally, the term “convenience” is used in this context. This term will be discussed in connection with Customer Relationship Management. First, this consideration will refer to the service sector and subsequently specific attention will be given to the insurance business. Chapter two finally closes with an instrumentalization of convenience which appears appropriate during the insurance application process. The resulting tangibility of convenience in the form of attributes depicting it creates the basis for the further course of this work. Since, in the first instance, these attributes are merely indicators of the convenience of a process from the perspective of the person running through this process, they must be integrated into an overall model. This is done in chapter three, which is hence dedicated to the conceptual fundament and the methodical approach of the thesis. In order to exam-ine the influence of convenience attributes on economic goals such as the success of customer acquisition or retention, it is necessary to fix the former as independent variables, the latter as dependent variables. It is no news that insurance companies are analyzing this correlation in order to derive opportunities in the new or existing business from it. Digitalization as an economic trend can influence these relations and can depict a moderating effect. To conceptually derive this in a first step will be the intention of the third section. It is therefore considered to be rather abstract. This is why the chapter also includes approaches to the empirical assessment of the dependencies of convenience attributes and target variables, taking into account the moderating effect of digitalization. A large part of (potential) insurance customers is probably aware of the fact that virtual interaction forms are entering daily life. Thus, it is reasonable to obtain and evaluate corresponding consumer views. Methodically, this is fostered by a variant of the Content Analysis according to Mayring. Initial hypotheses concerning the abovementioned dependencies should be drawn up on a rather quantitative basis. Finally it will be argued why and with which type of customer integration the Decision Calculus Concept can be used. The acceptability of the outlined model remains to be fortified empirically. The model describes the effect, influenced by the transition to digital acting, of convenience perception on the probability of an insurance application being submitted. Simplified, this probability can be viewed as operationalized customer acquisition. Results of such an investigation are given in the fourth chapter, which focuses on the application process for a motor insurance policy. Due to the compulsory coverage, this type of policy is quite well-known among the German population. Thus, it serves as an applicable basis for interviews with customers of the insurance industry. The results obtained are intended to elucidate the implications of digitalization for interactions with insurers that are significant from the demanders’ point of view. Furthermore, indications for the transition from analog to digital application as a moderator between convenience and submission attitudes can be deduced. Thus, it is in turn possible to provide suggestions for the adequate handling of digitalization-driven trends during the application phase. This refers to an insurance policy the customer feels rather little involved with during the application. Normally, people change their motor insurance provider more frequently than, for example, their health insurance provider. Consequently, it is quite realistic that the relations of convenience attributes and the probability of application differ according to the respective degree of involvement of the potential customer. In the present work, this is addressed by examining the transferability of empirically generated dependencies with a motor insurance focus on the private health insurance segment. The fifth chapter shows that first adaptation requirements can be de-duced on a theoretical level. The concepts of convenience, customer acquisition and off-/online moderator are also part of this chapter – but with the addition that this time a policy type with high customer involvement during the application process is taken as a basis. Ultimately, the potential for digitization and thus the need for adjustment in the insurance business differ within the motor and health insurance segment. Recommendations for action may be different as a whole or may have a different focus. In contrast, parallels between health and pension insurance products can be found both for the involvement during the application process and for the general suitability of Internet based sales and distribution. One characteristic of Constructivism is to understand contexts (here: convenience feeling and probability of submission). In some cases, it makes sense to first create a model applicable for the underlying purpose and then initially test it with an empirical approach – refer to the explanations made further above. The pension insurance segment is included in chapter six primarily for the sake of completeness of the three main German insurance divisions. It certainly requires a more detailed analysis. With regard to the question of how to deal with the digitalization in an appropriate manner for consumers and providers, it should be noted that there are already central, i. e. not purely corporate, digital pension platforms in other European countries. The design of those platforms may serve as a role model for Germany. Summing up, the content of this thesis deals with digitalization, convenience and its forms of appearance or rather development options in the insurance business. In order to answer the associated research questions the Industry Analysis by Porter, the Construct of the Moderating Effect based on Sharma, Durand and Gur-Arie, the Qualitative Content Analysis based on Mayring, and the Decison Calculus Approach by Little are used methodically. Chapter seven refers to the remaining research needs within this framework. It is obvious that the digitalization in the insurance industry is not an end in itself, but always a means to an end – and therefore also serves as orientation towards the customer with their habits. They themselves call for such an orientation, especially in times of the Internet, and they may have other expectations on the interaction with their insurer than in the non-digital world.    «

Nowadays, the term “digitization” no longer only describes the transformation of analog signals into digital ones, but also a development that shapes the overall economy – then often considered as “digitalization”. In order to meet the changing consumer behavior and to keep their competitive position, suppliers of both tangible and intangible goods need to serve their (potential) customers via stationary and digital channels at the same time. The competitive situation and expectations on the dem...    »