Abstract
The innovative high-tech solutions, implemented in the processes of insurance companies, enhance efficiency and their impact and return on investment are more easily measurable and assessable. However, considering the specific nature of insurance services and a customer-centric approach, particular attention should also be paid to the perceived benefits and customer satisfaction with the use of digital channels for purchasing insurance. Customer loyalty becomes a potential source of market and financial prosperity, due to the significance for an insurance company to maintain long- term relationships and effectively manage a large customer base. Customer loyalty towards the brand in the insurance sector inspires a considerable interest among managers and justifies research through the lens of the digital transformation of sales.
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