<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

Customers’ Perception regarding Assurance of Bancassurance Channel

Department of Business Administration, Research Scholar, Assam University, Silchar, Assam,

Department of Business Administration, Assistant Professor, Assam University, Silchar, Assam,

Acta Universitatis Sapientiae, Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Customers\u2019 Perception regarding Assurance of Bancassurance Channel"}

Bancassurance has evolved as a strong distribution channel in India. Bancassurance means that the insurance company and the bank come together to offer...

Customers’ Perception regarding Assurance of Bancassurance Channel

Published Online: Dec 28, 2016

Page range: 85 - 102

DOI: https://doi.org/10.1515/auseb-2016-0005

Keywords
bank, insurance, State Bank of India

© 2016 Mousumi Choudhury et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Customers’ Perception regarding Assurance of Bancassurance Channel

Published Online: Dec 28, 2016

Page range: 85 - 102

DOI: https://doi.org/10.1515/auseb-2016-0005

Keywordsbank, insurance, State Bank of India

© 2016 Mousumi Choudhury et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
bank, insurance, State Bank of India