Graduation Year

2025

Document Type

Dissertation

Degree

D.B.A.

Degree Granting Department

Business Administration

Major Professor

Clinton Daniel, DBA

Co-Major Professor

Michael Mondello, Ph.D.

Committee Member

Steven Currall, Ph.D.

Committee Member

Hemant Merchant, Ph.D.

Keywords

broker, cybersecurity, risk management, risk transfer, toolkit

Abstract

This mixed-methods study examined how insurance agents' role identity impacts cyber insurance transactions, addressing gaps in professional practice and academic literature. Small businesses increasingly rely on cyber insurance for protection as cyber risk continues to evolve. The study employed sequential explanatory methodology with 25 interviews across three groups: insurance agents (n=15), corporate cyber insurance professionals (n=5), and small business owners (n=5). Thematic analysis using Katz and Khan's Role Episode Model informed development of the Cyber Insurance Role Identity Scale (CIRIS), tested with 100 agents. Six themes emerged. Key findings reveal that successful cyber insurance transactions require agents to transition from traditional sales-focused identities toward a "Cyber Risk Advisor" role demanding cybersecurity expertise, enterprise risk management skills, and incident response partnership. Agents embracing this evolution achieve superior transaction outcomes while those maintaining conventional approaches experience role ambiguity, client dissatisfaction, and reduced market effectiveness. Quantitative testing demonstrated strong reliability with complex factors across most measures. This research advances Role Theory by examining professional identity within emerging insurance markets while providing actionable practitioner guidance. Recommendations include enhanced training programs, compensation restructuring, and the creation of a cyber insurance toolkit that enables role transition and positively influences cyber insurance transactions.

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