Customers’ Perception regarding Assurance of Bancassurance Channel

Choudhury Mousumi () and Singh Ranjit ()
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Choudhury Mousumi: Department of Business Administration, Research Scholar, Assam University, Silchar, Assam, India
Singh Ranjit: Department of Business Administration, Assistant Professor, Assam University, Silchar, Assam, India

Acta Universitatis Sapientiae, Economics and Business, 2016, vol. 4, issue 1, 85-102

Abstract: Bancassurance has evolved as a strong distribution channel in India. Bancassurance means that the insurance company and the bank come together to offer insurance products from the counter of the banks to the bank’s customer. The present study attempts to analyse customers’ perception regarding assurance of bancassurance channel in providing insurance-related services. The study also tries to find out the impact of various demographic variables on customers’ perception regarding assurance of bancassurance channel. The study finds that customers consider bancassurance channel having high assurance in providing insurance services. It is also found in the study that there is no significant association between the demographic variables considered in the study and customers’ perception regarding assurance of bancassurance channel.

Keywords: bank; insurance; State Bank of India (search for similar items in EconPapers)
JEL-codes: M21 M31 M37 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:auseab:v:4:y:2016:i:1:p:85-102:n:1005

DOI: 10.1515/auseb-2016-0005

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