Swiss Acceptance in Sharing Personal Data in Insurance Quote Process
How do Swiss residents feel about the ability to receive a personalized, automated insurance quote simply by providing their personal data? This paper works to determine if the insurance quote process designed by Calingo Insurance AG will be accepted by Swiss residents.
Ian Howe, 2021
Bachelor Thesis, Calingo Insurance AG
Betreuende Dozierende: Anke Kundert
Keywords: Personal Data, Privacy, Privacy Calculus, Privacy Paradox,
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Calingo Insurance AG has developed a new insurance offer process in which partnering landlords and property management firms offer Calingo Insurance AG’s insurance products direct to their tenants. As part of the process, the tenant can choose to have the landlord send the data captured on the rental application direct to Calingo Insurance AG to create an instant insurance quote. However, Calingo Insurance AG is unsure about Swiss acceptance of sharing personal data between third parties. The purpose of the paper is to determine if Swiss residents will accept utilize this process.
To determine Swiss feelings about the process, the privacy calculus, privacy paradox, heuristics, and model of trust for electronic commerce were researched. These theories are used to determine how individuals decide whether to share their personal information with a business online and steps that can be taken to increase user acceptance in sharing personal information. Nextly, a survey was conducted asking Swiss residents about their feelings on the process specifically as well as overall feelings in sharing personal information.
By comparing these theories to the survey, the following conclusions have been made by the researcher. Firstly, there is a hesitancy for individuals to utilize this process in the insurance quote process due to specific “sensitive information” requested. Specifically, most respondents mentioned concerns in regards of sharing the credit history and salary information. Furthermore, many individuals did not feel the perceived benefits of Calingo Insurance AG’s offerings outweighed the perceived risks associated with the sharing of personal information. Therefore, suggestions are given by the researcher based on the recommendations associated with the models and theories found in the literature review. Recommendations given include offering other benefits such as the ability to compare pricing options with other insurances. Also changes to the language, design, and information provided in the data opt-in and offer pages are suggested to increase the trust level of individuals thru an increase in the personalization of the correspondence between landlords and tenants, as well as clearly addressing the main risks identified by survey participants.
Studiengang: Business Information Technology (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation