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Factors influencing a purchase of child insurance: An empirical study in a Swedish cultural context
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Insurances are complex financial services which can be hard for consumers to understand. There are several types of insurance services, which demand various levels of involvement from the consumer. Child insurances are an example of an insurance requiring high level of involvement, since it is supposed to protect the most precious parents have. A decision of purchase can be influenced by both the Service marketing mix and the Environmental factors.

Problem: Child insurances are a restitution service, which means that the involvement from customers are higher, and the information search process will be more extensive. Moreover, customers tend to be more emotionally driven and influenced by a variety of factors.

Purpose: The aim of this study was to understand and simplify the underlying factors that influence individuals to choose a certain insurance company when selecting a child insurance. Additionally, an analysis between different demographic groups has been investigated.

Method: The theoretical framework were verified through a survey distributed online among parents and parents to be. The survey was designed based on the Service marketing mix and Environmental factors, and consisted of 15 factors the respondents could choose between. The result of the survey was later analysed with cross tables and Pearson chi-square test to test the statistical significance.

Findings: There were five main factors which was found to be of great importance among the majority of respondents, which were insurance comprehensiveness, the insurance was relevant for their situation, uncomplicated and effortless handling, good customer service, and insurance companies provided clear information. Moreover, the results also found that there were very few dissimilarities between the different demographic groups. 

Place, publisher, year, edition, pages
2017. , 75 p.
Keyword [en]
Customer behavior, insurances, child insurances, high involvement, service marketing mix, environmental factors
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-35838ISRN: JU-IHH-FÖA-1-20170379OAI: oai:DiVA.org:hj-35838DiVA: diva2:1105935
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Available from: 2017-06-16 Created: 2017-06-05 Last updated: 2017-06-16Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf