ONLINE REVIEWS AND FEEDBACK ON AGRICULTURAL INSURANCE IN GERMANY
ONLINE REVIEWS AND FEEDBACK ON AGRICULTURAL INSURANCE IN GERMANY
Author(s): Matthias SeitSubject(s): Economy, Psychology, Sociology, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: agricultural industry; farmer; operational insurance; reputation;
Summary/Abstract: The Internet has become an important source of information for customers before signing an insurance contract. The customer (farmer) is faced with a not insignificant amount of uncertainty when buying agricultural insurance products in particular. This information asymmetry causes information costs. The consumer tries to reduce the level of uncertainty through online research (screening), for example in forums, communities, social networks or review sites, where they take the opportunity to exchange information about products and services. A study was carried out of the importance of positive reviews and feedback and negative reviews and feedback on operational insurance for German farmers. The study was based on interviews with 205 farm managers in Germany. It was proven that negative online reviews and feedback are significantly more important to farm managers. Likewise, the need for a positive online reputation is discussed.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 284-290
- Page Count: 7
- Language: English
