Appraising Technological Resources on Sale and Distribution of Insurance Products in Nigeria: The Moderating Role of Artificial Intelligence

Osa Abraham Ehiorobo ()

Academic Journal of Economic Studies, 2020, vol. 6, issue 3, 12-21

Abstract: This study attempts to appraise how technology enhances the sale and distribution of insurance products in Nigeria with a view to determining if artificial intelligence plays any interactive role in this relationship. The Nigerian insurance industry has not fared well over the years due to overreliance on compulsory insurance while neglecting major aggressive marketing strategies that can improve the sale and distribution of insurance products. It is a well known fact in the insurance industry circles that the market is about 80 percent controlled by brokers while other agents and itinerant salespersons account for just 20 percent. The research is a quantitative design that utilizes the survey strategy. 235 questionnaires were administered to 15 top insurance companies in Nigeria and the Andy Hayes Process v3.3 for regression analysis was applied for data analysis. Findings from the research indicate that insurance business in Nigeria is still at a rudimentary stage and artificial intelligence is unknown to most of the companies surveyed. However, other information technology tools impact strongly on sales while there exists a weak but significant interaction between other forms of technology and artificial intelligence in boosting the sale and distribution of insurance products in Nigeria.

Keywords: Artificial intelligence; information technology; insurance; sales; moderation (search for similar items in EconPapers)
JEL-codes: G22 O33 (search for similar items in EconPapers)
Date: 2020
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