A Comparison of Bancassurance and Traditional Insurer Sales Channels

Pang-Ru Chang, Jin-Lung Peng and Chiang Ku Fan
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Pang-Ru Chang: Department of Risk Management and Insurance, Shih Chien University, Taipei, Taiwan
Jin-Lung Peng: Department of Risk Management and Insurance, Shih Chien University, Taipei, Taiwan
Chiang Ku Fan: Department of Risk Management and Insurance, Shih Chien University, Taipei, Taiwan

The Geneva Papers on Risk and Insurance - Issues and Practice, 2011, vol. 36, issue 1, 76-93

Abstract: Although various sales channels exist for insurance products, no existing research compares their sales efficiency. This study offers a comparison of bancassurance and traditional sales channels in Taiwan. Using a data envelopment analysis approach, this study first computes the efficiencies of bancassurance and traditional sales channels separately. The efficiency score of the traditional sales channel is significantly higher than that of a comparable bancassurance channel. Furthermore, the efficiency relationship between the bancassurance and the traditional sales channels is independent. These findings have significant implications for the insurance industry and ongoing research in this field.

Date: 2011
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