<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The Baltic non-life insurance market has not only continued recording a dynamic premium growth in the past three years but also has shown a significant transition to digital technologies and solutions. Here, the development of customised insurance products and systems, assessment of claims, and creation of personalised customer experience can be considered best practices in the application of theoretical concepts and, accordingly, require continuous studies from a scientific point of view. Therefore, the following research aims to present an as-is status of existing solutions of digital insurance platforms in Baltic countries and to clarify their compatibility with customisation, personalisation, and value co-creation features at the practical product and functional levels. Accordingly, a case-study method following a combination of a descriptive embedded single-case design and the state-of-the-art method was applied in the analysis of the non-life insurance market, its e-channel environment, and platforms of three Baltic countries — Lithuania, Latvia, and Estonia. The multidimensional assessment matrix has been designed to present the results of the case study analysis on the practical product and functional levels. Research results refer to an assumption that ideas and methods of Mass Customisation and Mass Personalisation concepts, as well as their combination with digital solutions, penetrate the analysed part of the non-life insurance market in the Baltic countries and result in a mutually useful outcome for insurance companies and end-users. The paper contributes to further theoretical investigation of digitalisation and digital transformation of the non-life insurance market in the Baltic countries, as well as the development of practical knowledge in combined management and IT solutions application.</p>
</abstract>

The Baltic non-life insurance market has not only continued recording a dynamic premium growth in the past three years but also has shown a significant transition to digital technologies and solutions. Here, the development of customised insurance products and systems, assessment of claims, and creation of personalised customer experience can be considered best practices in the application of theoretical concepts and, accordingly, require continuous studies from a scientific point of view. Therefore, the following research aims to present an as-is status of existing solutions of digital insurance platforms in Baltic countries and to clarify their compatibility with customisation, personalisation, and value co-creation features at the practical product and functional levels. Accordingly, a case-study method following a combination of a descriptive embedded single-case design and the state-of-the-art method was applied in the analysis of the non-life insurance market, its e-channel environment, and platforms of three Baltic countries — Lithuania, Latvia, and Estonia. The multidimensional assessment matrix has been designed to present the results of the case study analysis on the practical product and functional levels. Research results refer to an assumption that ideas and methods of Mass Customisation and Mass Personalisation concepts, as well as their combination with digital solutions, penetrate the analysed part of the non-life insurance market in the Baltic countries and result in a mutually useful outcome for insurance companies and end-users. The paper contributes to further theoretical investigation of digitalisation and digital transformation of the non-life insurance market in the Baltic countries, as well as the development of practical knowledge in combined management and IT solutions application.

Application of customisation and personalisation in digital solutions of the non-life insurance market: a case study of Lithuanian, Latvian and Estonian e-sales platforms

Engineering Management in Production and Services

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The Baltic non-life insurance market has not only continued recording a dynamic premium growth in the past three years but also has shown a significant...

Application of customisation and personalisation in digital solutions of the non-life insurance market: a case study of Lithuanian, Latvian and Estonian e-sales platforms

Data publikacji: 05 lip 2021

Zakres stron: 68 - 82

Otrzymano: 17 gru 2020

Przyjęty: 20 maj 2021

DOI: https://doi.org/10.2478/emj-2021-0013

Słowa kluczowe
mass customisation, mass personalisation, digitalisation, co-creation, Baltic insurance market

© 2021 Gedas Baranauskas, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Application of customisation and personalisation in digital solutions of the non-life insurance market: a case study of Lithuanian, Latvian and Estonian e-sales platforms

Data publikacji: 05 lip 2021

Zakres stron: 68 - 82

Otrzymano: 17 gru 2020

Przyjęty: 20 maj 2021

DOI: https://doi.org/10.2478/emj-2021-0013

Słowa kluczowemass customisation, mass personalisation, digitalisation, co-creation, Baltic insurance market

© 2021 Gedas Baranauskas, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Słowa kluczowe
mass customisation, mass personalisation, digitalisation, co-creation, Baltic insurance market