The use of mobile commerce to improve the services of life insurance post sale activities

摘要

Mobile commerce, due to its inherent characteristics of mobility and reachability in enhancing personalized services provides an excellent means for life insurers to exploit such avenue in their service offerings. The objective of this study was to determine whether mobile commerce can be used to improve the services of life insurance post-sale activities. This objective was achieved with the relevant literature and empirical study. To accomplish the objective of this treatise, a triangulated research approach was selected and a multiple-case study consisting of four cases was conducted. The four cases selected comprised of leading insurers with large market share in the life insurance market in South-Africa. The primary data were collected through questionnaire and face-to-face interviews with selected respondents. The main finding shows that the respondents had a positive view about mobile commerce and its application in their companies. This was demonstrated by 80 percent of respondents who agreed that mobile commerce was more of an opportunity rather than a challenge or even a threat for the life insurance market. The results also indicate that customer relationship management, mobile messaging services and field service automation functions were used by all the insurers; although minor discrepancies were observed due to the efficiency of each firms IT infrastructure. The Internet was found to assist in the collection of more precise data, to increase service performing abilities. Some of the major obstacles that were found to hinder the deployment of mobile commerce in the industry were security concerns, low and infrequent internet usage and performance by supporting industries. Cumbersome and inefficient legacy systems were declared as the greatest technological weakness particularly by respondents from case 1 and 2. Conversely, hardware and network infrastructure, lack of software packages, lack of technical expertise and the fear of disintermediation was rated low in hindering the deployment of mobile commerce. However, according to the findings the key benefits derived from engaging in increased mobile commerce activities include enhancing customer contact and service, more transparency and speed of claims management, increasing client retention and policy extension rates hence increasing overall company profit.