Investigation of digital transformation processes of insurance agents as a distribution channel: A case study

Digitalization, which is advancing at a breakneck pace and influencing nearly every sector, is also hurting the insurance industry. Technological advancements have altered the products in the industry, as well as the roles of the sector's actors. To advance in this direction, insurance companies must carefully develop and implement their digital initiatives. The purpose of this research is to ascertain the perceptions of insurance agency employees about insurance agencies' digital transformation activities as a distribution channel. Case study, a type of qualitative research, was employed to accomplish the research's objectives. The study group was generated via homogenous sampling, a type of purposive sampling. The research group comprises of thirteen volunteer employees from insurance businesses in Antalya Province. The data gathering instrument for the research was an interview form comprised of six semi-structured open-ended questions. The data were evaluated using the MAXQDA 2018 Program's content analysis approach. According to the research findings, with digitization continuing to be a critical necessity for the insurance business, insurance companies must adapt to the changing environment, new client demands, and all the opportunities that come with change. One could argue that as technology advances, insurance businesses must adapt more swiftly and leverage new technologies to their advantage if they wish to thrive or at the very least survive.