TRADYCYJNE I NOWOCZESNE KANAŁY DYSTRYBUCJI WYKORZYSTYWANE W PROCESIE ŚWIADCZENIA USŁUG UBEZPIECZENIOWYCH DOJRZAŁYM KONSUMENTOM
TRADITIONAL AND MODERN DISTRIBUTION CHANNELS USED IN THE PROCESS OF PROVIDING INSURANCE SERVICES FOR MATURE CONSUMERS

Summary/Abstract: The subject of the paper are insurance services provided with traditional and modern distribution channels. The paper focuses on people above 50 years old, particularly sensitive to the process of the digital exclusion. The literature review allow to formulate the research hypothesis: sociodemographic characteristics of people over 50 years old affect their inclination of using insurance services through traditional and modern distribution channels. A survey conducted among 753 people aged 50+ from the northern Poland allowed for positive verification of the hypothesis in the field of modern channels, with significant impacts on income, education, age and labor market status. The study did not confirm the hypothesis established in the field of traditional distribution channels. The paper also contains recommendations for economic practice that contributes to better adaptation of market offer to customers' needs and reduce the scale of financial exclusion in the insurance market.

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