Abstract
The insurance industry in Japan has undergone drastic changes since the new insurance business law became effective in 1996. Understanding customers’ needs and values in purchasing insurance products has become more important for insurance institutions than ever before, because of not only environmental changes but also changes in customer behavior. This study aims to achieve two goals: (1) to clarify the structure of the customer-perceived value of insurance products related to the medical treatment; and (2) to clarify the dynamics of the belief formation of consumers in a small community as to medical insurance products. Specifically, a Bayesian network modeling based on the consumers’ survey data was used for the former purpose. A multi-agent simulation (MAS) was used for the latter purpose. Finally, the findings that can be utilized in marketing strategies were obtained.
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Ishino, Y. (2013). Analysis and Modeling of Customer-Perceived Value of Medical Insurance Products. In: Murata, T., Terano, T., Takahashi, S. (eds) Agent-Based Approaches in Economic and Social Complex Systems VII. Agent-Based Social Systems, vol 10. Springer, Tokyo. https://doi.org/10.1007/978-4-431-54279-7_9
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DOI: https://doi.org/10.1007/978-4-431-54279-7_9
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