THE IMPACT OF DIGITAL COMMUNICATION ON CLIENT BEHAVIOR

Abstract

Client behavior is a critical factor in the success of any business. Understanding client psychology and communicating effectively is essential for developing effective strategies to meet clients’ evolving needs. In today's digital age, digital communication has become essential for businesses across industries. The insurance industry has witnessed a significant shift towards using digital communication channels to engage with clients and deliver services more efficiently. However, it is crucial to assess the specific impact of digital communication on client engagement, satisfaction, loyalty, and decision-making in the insurance industry, considering the unique nature of insurance products and client interactions. Therefore, this study aims to investigate whether digital communication strategies positively have an impact on the client behavior of the Algerian insurance company Alliance Assurances. The research methodology contained two main data collection tools; the first tool was a semi-structured interview to explore the digital communication goals of Alliance Assurances, and the second tool was a questionnaire directed toward its clients in order to gain insights into their behavior by analyzing the replies with a univariate analysis as well as a bivariate analysis using chi-square.