Customer Attitudes, Subjective Norms and Technology Adoption of On-Line Based Insurance Transactions in Uganda.
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Date
2021-11-22
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Makerere University Business School
Abstract
The purpose of the study was to establish the relationship between customer attitudes, subjective norms and technology adoption in the insurance business in Uganda. The research problem was that there is low adoption of online based insurance transactions by consumers in Uganda, which is hurting the growth and development of the insurance industry. Hence the objectives were: to analyse the relationship between customer attitudes and the adoption of online based insurance transactions in Uganda, to analyse the relationship between subjective norms and the adoption of online based insurance transactions in Uganda and to determine the predictive power of customer attitudes and subjective norms on the adoption of ICT in the usage of insurance services. The study used a cross-sectional research design which was quantitative in nature. The sample size comprised of 384 insurance subscribers who were given questionnaires to provide
information for this study. Results show that customer attitudes and online insurance service adoption are both significantly and positively related (r = .646**, p<.01), there was a significant positive relationship between subjective norms and the adoption of online based insurance transactions in Uganda (r = .695, p<.01), and that both customer attitude and subjective norms predict 53.6 percent of the variance in technology adoption (Adjusted R Square = 0.536). It was
therefore recommended that insurance service providers need to survey their customers and seek to understand why they take on certain attitudes and have some subjective views about using online based insurance services. Insurance companies need to address the issue of negative attitudes of customers through information campaigns which should be done regularly. Finally, there is need to individually influence subjective norms of the targeted customers towards
adoption of online based insurance services.
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This is a master's thesis.
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Citation
Malaba M. (2021) Customer Attitudes, Subjective Norms and Technology Adoption of On-Line Based Insurance Transactions in Uganda. (unpublished master's dissertation). Makerere University Business School, Kampala, Uganda.