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General insurance marketing: A review and future research agenda

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Abstract

The financial services sector is a huge and diverse industry comprising many different forms of organisations and product offerings. Yet, a review of past papers in the Journal of Financial Services Marketing (JFSM) reveals a heavy bias towards articles on banking, to the neglect of other equally important financial services categories. The purpose of this article is to address this imbalance and to call for more research to be conducted in a wider range of financial services categories. In particular, general insurance is singled out as a category worthy of further research. Looking to the past, this article reviews research published to-date on general insurance in the JFSM to establish a benchmark and explore theoretical contributions. Attention is then turned to the future to identify a research agenda for the general insurance sector going forward. Five important themes are identified: trust, transparency and simplification, technology, HNW, and Takaful.

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Authors and Affiliations

  1. Executive Business Centre, Bournemouth University, 89 Holdenhurst Road, Bournemouth, BH8 8EB, UK

    Julie Robson

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  1. Julie Robson
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Correspondence to Julie Robson.

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1specialises in financial services marketing, particularly general insurance. She has secured grants from the ESRC, HEIF and AMRC to support this work. She is on the editorial board of the International Journal of Bank Marketing and the Journal of Financial Service Marketing. She is also Senior Associate of the Centre for Risk, Banking and Financial Services, University of Nottingham. She is based at Bournemouth University where she has been Associate Dean, Director of Enterprise and Head of Department, Strategy and Marketing within the Business School. She is currently Chair of the Qualifications Examination and Assessments Committee of the Chartered Insurance Institute (CII), a member of the Chartered Institute of Loss Adjusters Examination Board and a past President of the Bournemouth Insurance Institute.

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Robson, J. General insurance marketing: A review and future research agenda. J Financ Serv Mark 20, 282–291 (2015). https://doi.org/10.1057/fsm.2015.20

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  • DOI: https://doi.org/10.1057/fsm.2015.20

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