Feasibility Model for Establishing and Implementing Smart Insurance Using a Hybrid Approach

Abstract

In the past decade, the insurance industry has been influenced by advancements in emerging technologies such as artificial intelligence (AI), blockchain, the Internet of Things (IoT), and big data analytics, leading to a shift toward digital transformation and the implementation of smart insurance practices. This study was conducted with the aim of presenting a comprehensive model for the feasibility assessment and implementation of smart insurance in Dana Insurance Company. The research employed a quantitative methodology. To develop the final model, the Delphi method was utilized. In this stage, the sample consisted of 15 insurance and academic experts. Data were collected using a questionnaire. In the subsequent phase, structural equation modeling (SEM) was applied to examine the validity of the final model. In this phase, the sample comprised 256 individuals, including managers, experts, and insurance representatives across the studied provinces. A researcher-made questionnaire was used for data collection. The validity of the questionnaire was evaluated and confirmed through construct validity, and its reliability was verified using Cronbach’s alpha coefficient. The results of the SEM analysis demonstrated satisfactory construct validity of the final model. Findings from these two phases identified 12 main categories, including smart technologies and tools, information technology infrastructure, laws and regulations, organizational culture and change management, insurance processes, customer experience and services, risk assessment and claims prediction, interorganizational collaboration and interactions, data analytics and decision-making, marketing and sales, strategic implementation factors, and organizational insurance factors.