| Abstract [eng] |
The main purpose of this master thesis is to define the success factors of the implementation of personalized private health insurance in Lithuania. Work tasks: After conducting a scientific analysis of the literature, to find out the applicability of personalization and the value created in private health insurance. Choose an empirical research methodology, justify its choice and define the course of research organization. With the help of a semi-structured interview and a structured questionnaire survey, to reveal the success factors of the implementation of personalized private health insurance in Lithuania. The work consists of five parts: introduction, three main parts, conclusions and recommendations, literature sources and appendixes. The first of the main chapters provides a literature sources analysis. After analyzing the literature, it was established that the application of personalization in insurance must be one of the most important goals of the organization. The second of the main chapters was devoted to defining the methodology of the empirical study. To achieve the goal of the work, it was decided to conduct a qualitative study focused on the recipients of the data required for the application of personalization, i.e., insurers, and a quantitative study focused on the data providers, that is, the insured. The results of the qualitative research are analyzed using the content analysis technique, and the results of the quantitative research - statistical analysis. The third of the main chapters presents and analyzes the results of the conducted empirical research. It was found that some of the surveyed insurers would like to receive additional data, and those surveyed would agree to sell it. Taking this into account, the conclusions and recommendations section highlights the success factors of the implementation of personalized private health insurance in Lithuania. |
