Digitalization in insurance distribution services: A research for customer preferences

As it is known, insurance is the job of compensating the damages arising from the risks that the citizen requesting insurance, in return for the premiums they pay (Web_1). According to this definition, the concept of insurance service and insurance, which protects citizens against dangers, arises and becomes important, so the insurance sector also comes to the fore. The insurance sector has a mitigating effect of economic crises, as it is a sector based on compensating damages that may occur in the individual or social sphere through compensations paid. In many developed countries, insurance companies have a large share in providing idle funds, investment financing, and establishing businesses, and they can do this with their fundraising feature. In addition to its importance in the economy, companies and distribution channel representatives in the insurance sector have started to lead other sectors in using technology that makes decision-making processes faster and more accurate and diversifying their products by improving service quality. Sector representatives in the insurance distribution channel are able to develop their marketing strategies more easily and better using digital technology and make more professional decisions regarding the services they offer. In this study, a research was conducted on the effect of digitization of the insurance sector and insurance distribution channels on customer preferences by addressing the conceptual explanation and development of the insurance and insurance sector, which is important in the country's economy.