An examination of key factors influencing bancassurance success -- Taiwan and mainland China evidence

Chiang Ku Fan and Chen-Liang Cheng

The Service Industries Journal, 2010, vol. 31, issue 11, 1887-1902

Abstract: The aims of this paper are first, a search for the key factors that influence bancassurance operation in Taiwan and mainland China; second, explore the weight of each key success (critical) factor (KSF); and third, identify performance gaps typically measured as performance minus KSFs. This study adopts the analytical hierarchy process to construct a framework of KSFs of bancassurance. Then, the importance--performance analysis is applied to identify the performance of each KSF for bancassurance. The findings mean that the strategy maker can identify the weakness and strength of their bancassurance strategy, and allocate their resources accordingly.

Date: 2010
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DOI: 10.1080/02642069.2010.503888

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