Identification and Examination of the Factors Affecting Customer Intentions for Cross Buying Bancassurance

Document Type : Research Paper

Authors

1 MSc, Faculty of Management, University of Tehran, Tehran, Iran

2 Assistant Prof., Faculty of Management, University of Tehran, Tehran, Iran

Abstract

Bancassurance as selling insurance product consider the banks
as an example of cross selling to customer from financial institutions
viewpoint and, on the other hand, cross buying by customers. Regarding
increased competition, creating a financial supermarket to provide all
financial services to customers is strongly growing. In this context, first it
is necessary to identify factors affecting customers to purchase insurance
from a bank. The present study is a survey-descriptive research that aims
to identify factors affecting customer intentions for cross buying
bancassurance. The conceptual model is based on the work of Sorrell and
colleagues (2008). The results indicated that bank image and customers’
trust to bank have a positive and significant relationship with intentions to
cross buy bancassurance and that a significant positive relationship was
found between perceived value with satisfaction and also satisfaction with
the image and trust.

Keywords

Main Subjects


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