Usporedba bankoosiguranja i alternativnih kanala distribucije proizvoda osiguranja u kontekstu razvoja digitalne tehnologije

master's thesis

• Title (english): Comparison of bancassurance and alternative distribution channels of insurance products in regards to development of digital technologies
• Author: Paula Golja
• Mentor: Maja Mihelja Žaja (mentor)
• Committee member: Maja Mihelja Žaja (predsjednik povjerenstva)
• Committee member: Mihovil Anđelinović (član povjerenstva)
• Committee member: Antonija Buljan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Finance); Zagreb
• Defense date and country: 2024-06-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Finance

Abstract

Za razliku od većine drugi gospodarskih djelatnosti koje započinju proizvodnjom, osigurateljna djelatnost smatra se specifičnom upravo iz razloga što cjelokupni proces započinje prodajom proizvoda osiguranja. Dugi niz godina prodaja osiguranja provodila se korištenjem tradicionalnih kanala distribucije, međutim djelovanjem suvremenih promjena dolazi do sve veće transformacije poslovanja te se isto prilagođava novim uvjetima na tržištu. Uslijed snažne prisutnosti digitalizacije,... More internacionalizacije, globalizacije te harmonizacije regulatornih okvira, financijski sustavi postaju sve više tržišno orijentirani što za posljedicu ima formiranje institucija potpune usluge. Povezivanje banaka sa nebankovnim sektorom, u ovom slučaju sa osiguravajućim društvima, značajno doprinosi produbljivanju svakog financijskog sektora. Primjenom bankoosiguranja kao kanala distribucije proizvoda osiguranja, poslovne banke iskorištavaju svoje potencijale nuđenja proizvoda i usluga na jednom mjestu, a istovremeno proizvodi osiguranja postaju široko dostupni većem rasponu klijenata uz niže troškove. Promatrajući trenutno stanje društva i vremena u kojemu se čovječanstvo nalazi može se zaključiti kako je svakodnevni život izložen konstantnim promjenama i razvoju, uslijed čega informacije kolaju brže nego prije te ih to čini puno dostupnijima kako na nacionalnoj, tako i na globalnoj razini. Upotreba tehnologije danas se smatra nužnošću za ostvarivanje veće efikasnosti, stoga sve industrije usko prate korak njezina razvoja i moderniziraju svoje poslovanje, a isto vrijedi i za osiguravajuća društva. U radu se koristi deskriptivna metoda kojom su opisani odabrani kanali distribucije proizvoda osiguranja sa posebnim naglaskom na bankoosiguranje. Cilj rada je analizirati prisutnost tehnoloških inovacija s kojima se tržište osiguranja suočava te značenje istih u kontekstu prodaje proizvoda osiguranja kanalom bankoosiguranja. Tradicionalni poslovi bankoosiguranja usmjereni su na prodaju proizvoda osiguranja isključivo putem poslovnica banaka što uz pojavu trendova tehnološke inovacije i promjenu preferencija klijenata predstavlja smanjenje konkurentske prednosti. Stoga, da bi se prilagodile novoj digitalnoj stvarnosti, banke zajedno sa industrijom osiguranja moraju razmotriti transformaciju svojih modela poslovanja te pronaći najbolji obrazac udovoljavanja zahtjeva svojih klijenata. Drugim riječima, potrebno je stvoriti digitalne platforme koje omogućuju besprijekorno upućivanje klijenata te lakše prikupljanje i analizu podataka. Less

Abstract (english)

Unlike most other economic activities that begin with production, the insurance industry is considered specific precisely because the entire process begins with the sale of insurance products. For many years, the sale of insurance was carried out using traditional distribution channels, however, due to the effect of modern changes, greater transformation of the business and adaptation to new conditions on the market is occurring. Due to the strong presence of digitalization,... More internationalization, globalization and the harmonization of regulatory frameworks, financial systems are becoming increasingly market-oriented, which results in the formation of full-service institutions. The integration of banks with the non-banking sector, in this case with insurance companies, significantly contributes to the deepening of financial sectors. By applying bancassurance as a distribution channel of insurance products, commercial banks take advantage of their potential to offer products and services in one place, and at the same time, insurance products become widely available to a wider range of clients at lower prices. Observing the state of society and the time in which humanity exists, it can be concluded that everyday life is exposed to constant changes and developments, which is why information circulates faster than before, making it much more accessible both on a national and global level. The use of technology today is considered a necessity in order to achieve greater efficiency, therefore all industries, including insurance companies, closely follow the pace of its development and modernize their operations. Using the descriptive method, the paper tries to describe the selected distribution channels of insurance products with special emphasis on bancassurance. The aim of the paper is to analyze the presence of technological innovations that the insurance market is facing and their meaning in the context of the sale of insurance products through the bancassurance channel. Traditional bancassurance is focused on the sale of insurance products exclusively through bank branches, which, along with the emergence of technological innovation trends and changes in client preferences, represents a reduction in competitive advantage. Therefore, in order to adapt to the new digital reality, banks, together with the insurance industry, must consider the transformation of their business models and find the best form of meeting the demands of their clients. In other words, it is necessary to create digital platforms that enable seamless referral of clients and easier data collection and analysis. Less

• Keywords: bankoosiguranje; alternativni kanali distribucije; tehnološke inovacije; digitalna transformacija
• Keywords (english): bancassurance; alternative distribution channels; technological innovation; digital transformation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:472181
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-06-26 10:21:37