ISSN: 2222-6990
Open access
Digital transformation is redefining service delivery and customer interaction within insurance agencies worldwide. As customers increasingly expect seamless, secure, and personalised digital experiences, insurers face mounting pressure to modernise their technological infrastructure and operational practices. This systematic literature review (SLR) synthesises evidence from 904 articles were reviewed and finalised 23 peer-reviewed scholarly articles published between 2020 and 2025 to examine how digital transformation influences customer expectations, digital experience, satisfaction, and engagement in the insurance sector. Guided by the PRISMA - Page et al. (2021) and structured using the population–interest–context (PICo) framework, the review identified studies from Europe, Asia, Africa, and North America. Findings indicate that trust in data protection, algorithmic fairness, and secure digital operations is central to digital adoption. User-friendly interfaces, responsive digital services, and hybrid AI–human engagement models were found to significantly enhance customer satisfaction and loyalty. The review recommends strengthening cybersecurity, improving customer-centred digital design, integrating explainable AI, and enhancing organisational digital readiness to support successful transformation in insurance agencies.
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