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Customers’ Perception about Bancassurance in Romania

Elda Marzai (Abliz) ()
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Elda Marzai (Abliz): The Bucharest University of Economic Studies

Ovidius University Annals, Economic Sciences Series, 2019, vol. XIX, issue 2, 310-315

Abstract: The implementation of new products in the banking field contributes to the creation of a competitive environment, the development of new products and the satisfaction of the clients. In this way, a new product was launched, such as bancassurance. Bancassurance developed in many countries and become an important distribution channel especially for the life insurance products (eg France, Italy, Spain, Austria) around 50%, and in Romania is around 30%. Given that the behavior of bank customers is in a permanent change, it is necessary to develop and diversificate new financial products for satisfy their needs. This study aims to highlight different perspectives of bancassurance according to the customers’ experience regarding the contraction of an insurance through the bancassurance channel.

Keywords: bank; insurance; customer; banking (search for similar items in EconPapers)
JEL-codes: M21 M31 (search for similar items in EconPapers)
Date: 2019
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