Title: The use of mobile application to buy insurance: an AHP-based study

Authors: Lav Ishan

Addresses: Birla Institute of Management Technology, Plot Number 5, Knowledge Park 2, NCR, Greater Noida, Uttar Pradesh 201306, India

Abstract: The Indian insurance industry is moving towards integrating the latest technology in their business activities, as this can help in increasing the company's efficiency. The use of mobile is high among the current generation, using this platform by insurance companies as a part of their business activities can help the company in many ways. This paper focuses on the use of mobile software by the customer and what are the factors which drive its use. Quantitative data were collected using questionnaire and interview of the respondent was taken to get an in-depth perspective regarding the mobile application. It was found out that the mobile application of insurance companies is used less by the customers and the way of increasing the use of the application is discussed. Findings can help the companies in determining how they can popularise their company's mobile application among their existing and targeted customers.

Keywords: Indian insurance industry; insurance; Insuretech; multi-criteria decision making; analytical hierarchal process; AHP.

DOI: 10.1504/IJOR.2023.129401

International Journal of Operational Research, 2023 Vol.46 No.3, pp.323 - 342

Received: 04 Feb 2020
Accepted: 04 Jun 2020
Published online: 08 Mar 2023 *

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