AGEISM BIAS ON THE INSURANCE MARKET IN POLAND – SENIORS' CUSTOMER SERVICE PERSPECTIVE

Purpose: The goal of this research is to identify areas of ageism in the customer service process of senior individuals in the insurance market. Design/methodology/approach: The article employs the following methods to achieve its set goal: literature analysis, descriptive and statistical analysis of data obtained through primary research, specifically an anonymous survey questionnaire. Findings: A typical senior insurance client possesses life, property, or supplemental insurance. The pandemic has prompted several seniors to reevaluate and enhance their insurance coverage. Customised life insurance prioritizes safeguarding against permanent incapacity and offering posthumous coverage. Twenty per cent of seniors experience discrimination due to their inability to obtain sufficient insurance that meets their requirements. The majority of clients want a personal interaction while acquiring new insurance. The current perspectives in product management are increasingly diversified. Overall, seniors expressed moderate satisfaction with insurance companies and intermediaries. The COVID-19 pandemic led to the shutdown of insurance offices, resulting in increased discrimination. Researchers found that elderly individuals have differing opinions on how to react to new communications from the insurance sector. Despite certain issues, the majority of respondents indicated that intermediaries and insurance companies fulfilled their requirements. Research limitations: The field survey approach has various disadvantages, including the time and place of conducting the study. The chosen sample may not represent the variety and the complexity of the considered population. The third limitation relates to the restricted range of criteria examined in this study. Research implications: The study distinctly identifies areas of unaddressed needs in the insurance sector that considerably disadvantage elderly clients. This study facilitates ongoing research into older clientele in the insurance sector. Originality/value: The article provides insight into sensitive aspects of senior customer service experience in the insurance market that may indicate age discrimination.