Digital touchpoints and multichannel segmentation approach in the life insurance industry Available to Purchase

Mónika Anetta Alt is associate professor of marketing at the Babeș-Bolyai University, Faculty of Economics and Business Administration. She has 16 years of experience in teaching marketing. Her research interest is related mostly to the field of advertising and retailing. Her articles regarding the marketing of financial services and advertising were published in the European Journal of International Management, International Journal of Bank Marketing, Applied Economics Letters and Journal of East European Management Studies. Recently she focusses on the field of innovation and specifically retail innovation and consumer technology acceptance.

Zsuzsa Săplăcan is assistant professor of marketing at the Babeș-Bolyai University, Faculty of Economics and Business Administration. Her current research topics include financial service advertising and consumer adoption of mobile banking. Her teaching duties cover courses on service marketing, financial service marketing, consumer behaviour and pricing. She has recently published – in collaboration with Alt Mónika-Anetta and Berács József – in Journal of East European Management Studies, European Journal of International Management and International Journal of Bank Marketing, the result of a cross-national research project on advertising in banking industry.

Botond Benedek is a teaching assistant of finance at the Babeș-Bolyai University, Faculty of Economics and Business Administration. He has four years of teaching experience, teaches insurance and corporate finance to bachelor students. His research focusses on life insurance digitalization, industry 4.0, insurance fraud detection and crypto asset pricing. His articles regarding life insurance and industry 4.0 were published in the Applied Economics Letters and Acta Oeconomica. Recently his research focusses on machine-learning-based automobile insurance fraud detection and crypto asset pricing.

Bálint Zsolt Nagy is an associate professor of finance at the Babeș-Bolyai University Faculty of Economics and Business Administration and a senior business consultant at Wolters Kluwer. He has a total of 16 years of teaching experience. In his research, he focusses on financial economics and behavioural finance. His articles regarding financial economics and behavioural finance were published in the Physical Review E and in Applied Economics Letters. Recently his main focus is on behavioural and technology acceptance variables in life insurance industry and on cryptocurrencies and crypto asset pricing.