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Customers’ Perception regarding Assurance of Bancassurance Channel

Author

Listed:
  • 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)

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.

Suggested Citation

  • Choudhury Mousumi & Singh Ranjit, 2016. "Customers’ Perception regarding Assurance of Bancassurance Channel," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 4(1), pages 85-102, December.
    • Handle: RePEc:vrs:auseab:v:4:y:2016:i:1:p:85-102:n:5
    DOI: 10.1515/eb-2016-0005
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    More about this item

    Keywords

    bank; insurance; State Bank of India;
    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
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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