University of Trieste & MIB Trieste School of Management
Is out now the second Paper of the Research, run by the University of Trieste in collaboration with MIB Trieste School of Management with the aim of studying the multichannel customer journeys in different markets and products.
The research involved, not surprisingly, the shopping journeys in motor insurance, reflecting the School's specialization in the insurance sector.
The Research was run by Andrea Tracogna, Dean of the School and Full Professor of Economics and Business Management at the University of Trieste, and by Tun-I Hu, young Taiwanese researcher, part of the Faculty of MIB Trieste School of Management.
The target population of the research has been the community of students and former students of the School: a representative sample of a variety of nationalities, backgrounds and professional profiles.
The hot off the press report represents an attempt to advance and generalize recent studies on the determinants of service shopping journeys in motor insurance: what are the factors driving the service customers’ selection of search channels? How do the different search patterns convert into specific purchase channel decisions? And what factors explain customers’ webrooming behaviors?
As a matter of fact, customers of motor insurance prefer to finalize the purchase offline, at a physical store, despite having searched extensively online.
Customers’ preferences for purchasing go to personal interaction and service quality more than to price consciousness.
Full article is available online here
The research involved, not surprisingly, the shopping journeys in motor insurance, reflecting the School's specialization in the insurance sector.
The Research was run by Andrea Tracogna, Dean of the School and Full Professor of Economics and Business Management at the University of Trieste, and by Tun-I Hu, young Taiwanese researcher, part of the Faculty of MIB Trieste School of Management.
The target population of the research has been the community of students and former students of the School: a representative sample of a variety of nationalities, backgrounds and professional profiles.
The hot off the press report represents an attempt to advance and generalize recent studies on the determinants of service shopping journeys in motor insurance: what are the factors driving the service customers’ selection of search channels? How do the different search patterns convert into specific purchase channel decisions? And what factors explain customers’ webrooming behaviors?
As a matter of fact, customers of motor insurance prefer to finalize the purchase offline, at a physical store, despite having searched extensively online.
Customers’ preferences for purchasing go to personal interaction and service quality more than to price consciousness.
Full article is available online here
