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Customers’ Perception about Bancassurance in Romania

Author

Listed:
  • Elda Marzai (Abliz)

    (The Bucharest University of Economic Studies)

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.

Suggested Citation

  • Elda Marzai (Abliz), 2019. "Customers’ Perception about Bancassurance in Romania," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 310-315, December.
    • Handle: RePEc:ovi:oviste:v:xix:y:2019:i:2:p:310-315
    as

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    File URL: http://stec.univ-ovidius.ro/html/anale/RO/wp-content/uploads/2020/02/Section%20III/19.pdf
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    References listed on IDEAS

    as
    1. Alshahrani Meshal Saeed S & Alshahrani Bander Sayaf Z & Alshahrani Ahmed Saeed A, 2015. "Does customer service matter? A customer perception of bank services in Islamic countries," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 1(2), pages 29-38, June.
    2. Brady, Michael K. & Cronin, J. Jr. & Brand, Richard R., 2002. "Performance-only measurement of service quality: a replication and extension," Journal of Business Research, Elsevier, vol. 55(1), pages 17-31, January.
    3. Mousumi Choudhury & Ranjit Singh & Hemanta Saikia, 2016. "Measuring Customer Experience in Bancassurance: An Empirical Study," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 47-62.
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    More about this item

    Keywords

    bank; insurance; customer; banking;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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