From promise to practice. Perceptions and barriers to AI-assisted services in Swiss health insurance
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Autor:innen
Autor:in (Körperschaft)
Publikationsdatum
2026
Typ der Arbeit
Studiengang
Typ
04A - Beitrag Sammelband
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
Human and Smart Marketing. Strategic Transitions in Intelligence, Sustainability, and Inclusion
Themenheft
DOI der Originalpublikation
Link
Zugehörige Forschungsdaten
Reihe / Serie
European Marketing Academy Insights
Reihennummer
1
Jahrgang / Band
Ausgabe / Nummer
Seiten / Dauer
29-48
Patentnummer
Verlag / Herausgebende Institution
Springer
Verlagsort / Veranstaltungsort
Cham
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
The healthcare sector is a key area for artificial intelligence (AI) applications, with health insurance companies expecting benefits from chatbots, voicebots, and digital apps. In Switzerland, however, little is known about how customers perceive such AI-assisted services. Addressing this gap, we conducted two qualitative studies. In Study 1, expert interviews (n = 6) with Swiss health insurance companies (SHIC) were conducted and supplemented with a document analysis. In Study 2, consumer interviews (n = 12) evaluated the consumers’ perspective. Our findings reveal four key value propositions of AI-assisted services that align between experts and consumers: enhanced efficiency, constant availability, cost reduction, and personalization. In addition, six factors impacting consumers’ intention to use AI-assisted services were identified (performance expectation, effort expectation, type of request, preferred communication channel, data security and transparency, and social influence). This study contributes to the research on AI acceptance in healthcare by extending UTAUT2 with contextual insights from the Swiss health insurance sector. From a practical perspective, SHIC must address the concerns of their customers and ensure that AI-assisted services function correctly and reliably from the start to maintain their customers’ trust.
Schlagwörter
Fachgebiet (DDC)
Veranstaltung
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
Enddatum der Konferenz
Datum der letzten Prüfung
ISBN
978-3-032-21670-0
978-3-032-21671-7
978-3-032-21671-7
ISSN
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Zukunftsfelder FHNW
Future Health
Publikationsstatus
Veröffentlicht
Begutachtung
peer-reviewed
Open Access-Status
Closed
Lizenz
Zitation
Hauser, M., & Hudecek, M. (2026). From promise to practice. Perceptions and barriers to AI-assisted services in Swiss health insurance. In A. Erdmann, Fernandez-Lores, & M. Fudurić (Eds.), Human and Smart Marketing. Strategic Transitions in Intelligence, Sustainability, and Inclusion (pp. 29–48). Springer. https://doi.org/10.1007/978-3-032-21671-7_2