شناسایی عوامل موفقیت بانک بیمه در ایران

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 کارشناس ارشد دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

چکیده

با تغییر رویکرد موجود به خدمات مالی و پدیدآمدن تفکر ارائة کلیة خدمات مالی به‌صورت یکپارچه، «بانک‌‌بیمه» مفهومی است که بیش ‌از ‌پیش مورد توجه هردو صنعت بیمه و بانکداری قرار گرفت تا آنها بتوانند به واسطة ایجاد هم‌افزایی، پاسخگوی فضای کسب‌و‌کار رقابتی در این حوزه باشند. برنامه‌ریزی و مدیریت راهبردی در این فضا از الزامات به‌شمار می‌آید؛ به‌همین سبب، برای موفقیت در پیاده‌سازی این مفهوم، آشنایی با عوامل کلیدی موفقیت بانک‌‌بیمه یکی از گام‌های ضروری برای برنامه‌ریزی و مدیریت راهبردی است. پژوهش پیش رو از نوع توصیفی- پیمایشی است و هدف اصلی‌اش شناسایی عوامل کلیدی موفقیت پیاده‌سازی بانک‌بیمه است. چارچوب نظری این پژوهش، برمبنای عوامل استخراج‌شده از پیشینة پژوهش است که در ابتدا و با استفاده از پرسشنامه، ضروری‌بودن این عوامل بررسی شد و سپس عوامل ضروری از طریق تحلیل عاملی اکتشافی دسته‌بندی شدند. نتایج بررسی‌ها نشان داد که عوامل کلیدی موفقیت پیاده‌سازی بانک‌‌بیمه را می‌توان در پنج دستة کلی قرار داد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identification and classification of the critical success factors (CSFs) of Bancassurance Implementation in Iran

نویسندگان [English]

  • Masoud Kiemasi 1
  • Saied Shirkavand 1
  • Ali Golrokh 2
1 Assistant Prof., Faculty of Management, University of Tehran, Tehran, Iran
2 MSc., Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

Due to the created change in the approach to financial services and the idea of providing a united financial service, Bancassurance is a concept that is attracting growing attention from both the insurance and banking industry, to be able to creat synergy to be responsive to the business environment and competition in this field. Planning and strategic management are considered to be the major requirements in this area, therefore, for successful implementation of this concept, understanding the critical success factors of bancassurance  as one of the steps for planning and strategic management, is essential. The present study is a survey-descriptive research that aims to identify CSF of Bancassurance. The theoretical framework for this study is based on extracted factors from the literature; using a questionnaire, the critical factors were first investigated through exploratory factor analysis; then, they were classified. The results showed that the key success factors of implementation of Bancassurance can be divided into 5 categories.

کلیدواژه‌ها [English]

  • Bancassurance
  • critical suscess factor
  • Exploratory Factor Analysis
Azizi, Sh., Jamali, Sh. & Sanaie, A. (2012). Model of effective performance of their employees in the banking industry (Case Study: Agricultural Bank). Quarterly Journal of Information Technology Management, 4(12): 89-104. (In Persian)
 
Bancassurance in practice: Munich Re: 2001
 
Bashokouh Ajirloo, M., Khodad Hosieni, H., Kordnaiej, A. & Azar, A. (2012). Factors affecting the coordination of multiple distribution channels from the perspective of suppliers. Quarterly Journal of Information technology management, 4(11): 1-18. (In Persian)
 
Baslanpor H. (2011). Investigating key success factors commercial banks in retail banking, Thesis. Faculty of Management. Tehran University. Tehran. (In Persian)
 
Bergendahl, G. (1995). The profitability of bancassurance for European banks. International Journal of Bank Marketing, 13(1): 17-28.
 
Bullen, C. V. & Rockart, J. F. (1981). A primer on critical success factors. Cambridge. Massachusetts.
 
Chang, P. R., Peng, J. L. & Fan, C. K. (2011). A Comparison of Bancassurance and Traditional Insurer Sales Channels. The Geneva Papers on Risk and Insurance-Issues and Practice, 36(1): 76-93.
 
Chen, Z., Li, D., Liao, L., Moshirian, F. & Szablocs, C. (2009). Expansion and consolidation of bancassurance in the 21st century. Journal of International Financial Markets, Institutions and Money, 19(4): 633-644.
 
conglomerates: evidence from the Citigroup merger”, The Financial Review, Vol. 35,
 
Crandall, R. E. & Crandall, W. (2008). New methods of competing in the global marketplace: Critical success factors from service and manufacturing. CRC Press, ????.
 
Danaiyefard, H., Alvani, M. & Azar, A. (2004). Quantitative research methodology in management: a comprehensive approach. Safar Eshraghi Press . ???? (In Persian)
Fan, C., Lee, L., Tang, Y. & Lee, Y. (2011). Factors of cross-buying intention – bancassurance. ??????
 
Fan C. Cheng (2011). An examination of key factors influencing Bancassurance Success; Taiwan and Chaina main land evidence. The service industry Journal, 31(11(: 1887-1902.
 
Golrokh, A. & Khanlari, A. (2014). Identify and assess the factors affecting the willingness of customers to purchase insurance crossover Bank. Quarterly Journal of Information Technology Management, 6(2): 381-400. (In Persian)
 
Green, P. L. (2002). Non-stop growth in one-stop banking, Global Finance, 16(3): 35.
 
Harrison, T. S. (1994). Mapping customer segments for personal financial services. International Journal of Bank Marketing, 12(8): 17-25.
 
Harrison, M. P. )2002(. Factors preventing bancassurers from gaining competitive advantage in the life insurance market. MBA research report. University of Witwatersrand . ??????.
 
Hoosen, N. (2006). Critical success factors in the sales and distribution of bancassurance in South Africa. Thesis. Master of Business Administration, Johannesburg Business School.
 
Khaki, Gh. (1998). Research method. Derayat Press. Tehran. (In Persian)
 
Klein, R. A. (2001). Bancassurance in practice, Munich Re. Yiannis Violaris. EuroLife. Nicosia (Cyprus).
 
Kumar, M. (2001). Marketing and Distribution Channels in Bancassurance. CEO Summit of banks and insurance companies of Asia Pacific countries.
 
Nigh, & Saunders (2003). Bancassurance around the World: How did bancassurance gain acceptance in such different markets as Latin America and Asia? Common objectives and requirements for success provide the  answer.
 
Peykarjo, K. (2008). Invetigating Bancassurance Performance in Bank & Insurance Market. Mellat Insurance Electronic Magazine, 1(1). (In Persian)
 
Popli, G., & Rao, D. (2009). An Empirical Study of Bancassuarance: Prospects & Challenges for selling insurance products through Banks in India. Available at SSRN 1339471, 17-36.
 
Sahd, Bruce (2008). Bancassurance Direct Marketing Strategies in Developing Markets “Paper
 
Sarvanakumar, S., Punitha, U., Gunasekaran, S. & Sankar, S. (2012). Flourishing Bancassurance business: An indian perspective. International Journal of Multidisciplinary Research, 2(2): February 2012, ISSN 2231 5780.
Sehat, S., Rostami, H. & Kashkoli, M. (2011). Mixed impact on the value of brand marketing entrepreneur insurance company. Quarterly Journal of Information Technology Management. 4(12): 71-90. (In Persian)
 
Wong, C., Barnshaw, M., Bevere, L. (2007). Bancassurance: Emerging trends,Opportunities and challenge. Swiss Re. No 5 Sigma Reports
 
Zafarian, R. & Mirzaie Abr, F. (2011). Development of business model innovation in the insurance industry using causal mapping. Quarterly Journal of Information Technology Management, 3(7): 91-108. (In Persian)