Exploring the perception, potentials, and barriers of AI-assisted services in Swiss health insurance companies: an expert and consumer interview study
Loading...
Author (Corporation)
Publication date
2025
Typ of student thesis
Course of study
Type
04B - Conference paper
Editors
Editor (Corporation)
Supervisor
Parent work
Proceedings of the European Marketing Academy, 54th
Special issue
DOI of the original publication
Series
Series number
Volume
Issue / Number
Pages / Duration
125777
Patent number
Publisher / Publishing institution
Place of publication / Event location
Madrid
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
The healthcare sector is one of the key areas where artificial intelligence (AI) is expected to be extensively utilized. Specifically, health insurance companies anticipate benefits from implementing and offering AI-assisted services. However, from the perspective of Swiss health insurance companies (SHIC), there is a lack of understanding how such services (e.g., chatbots, voicebots, apps) are perceived and accepted by customers. We conducted two qualitative studies interviewing experts (n=6) and customers of SHIC (n=12) to address this research gap. The analyses reveal four value propositions by AI-assisted services for SHIC. In addition, six factors impacting consumers’ intention to use AI-assisted services were identified. 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.
Keywords
AI-assisted services, Swiss health insurance companies, qualitative interviews
Subject (DDC)
Event
EMAC 2025 Spring Conference
Exhibition start date
Exhibition end date
Conference start date
25.05.2025
Conference end date
30.05.2025
Date of the last check
ISBN
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Future Health
Publication status
Published
Review
Peer review of the complete publication
Open access category
Closed
License
Citation
Hauser, M., Hudecek, M., Lüthi, A., Perrig, A.-C., Lohri, C., Fischer, E., Saladin, T., & Hammler, J. (2025). Exploring the perception, potentials, and barriers of AI-assisted services in Swiss health insurance companies: an expert and consumer interview study. In European Marketing Academy (Ed.), Proceedings of the European Marketing Academy, 54th (p. 125777). https://irf.fhnw.ch/handle/11654/54888