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The purpose of this paper is to identify and rank the significant factors that influence customer experience in bancassurance. The paper also aims to develop future research agenda in this area. The study is based on secondary information collected primarily through the review of existing literature. It is found that pleasant and welcoming branch environment, multiple service delivery channel, brand and prices are the significant factors influencing customer experience in bancassurance channel. This finding will assist the Policymaker to allocate resources in designing strategies to improve customer experience by considering the factors such as pleasant and welcoming branch environment, multiple service delivery channel, brand, prices, service quality and friendliness of bank personnel. Experience that a customer gain throughout these factors should be made unique and memorable. This study is the first one that uses the literature review method in the area of bancassurance, in particular and customer experience, in general. This paper will be useful to researchers, academicians and those working in the area of bancassurance and in their understanding about the various factors that influence customer experience in bancassurance. This will also help them to assess the avenues of customer retention in bancassurance.

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Management

Journal of Commerce & Accounting Research

Identifying Factors Influencing Customer Experience in Bancassurance: A Literature Review

Purpose: The purpose of the study is to assess the customers' perception regarding empathy exhibited by the bancassurance channel and factors affecting it. Design/Methodology/Approach: Using random sampling, the data was collected from customers of several branches of State bank of India in Guwahati city of Assam, who have availed life insurance services from these branches. Tool of structured questionnaire was used to collect primary data. Mean, standard deviation, regression analysis was used to analyze the data and draw logical conclusions. Findings: The study shows that customer perceives bancassurance channel to have a high level of empathy towards customers. It was also found that none of the demographic variables considered in the study have any impact on influencing perception. Therefore, policymaker can adopt one fits all approach in the case of demographic aspects to improve the empathetic nature showed by the bancassurance channel. Research Limitations: The study takes into consideration the customers who have bought Life insurance service from various branches of State Bank of India, Guwahati, Assam, India. Originality: The study is first of its kind in assessing customer's perception of empathy shown by the bancassurance channel. The study will be useful for researchers, academicians and those working in the area of bancassurance and in their understanding about factors influencing customer experience, satisfaction and retention strategy. Major Conclusion: The study finds that customers of the bancassurance channel perceive that the channel demonstrates high empathy. Therefore, policymaker can advocate for an increase in penetration of life insurance through the bancassurance channel. As there is no association between the demographic factors and customers' perception towards empathy shown by the bancassurance channel, policymaker can adopt one fits all approach in the case of demographic aspects to improve the empathetic nature showed by the bancassurance channel.

Indian Journal of Finance and Banking

Empathy of the Bancassurance Channel: an Empirical Study

Gold is one of the most preferred forms of investment among Marwari businessmen. They invest in both physical and non-physical form of gold. Through, this paper, attempt was made to find the investment preference of Marwari businessmen of Guwahati city towards physical and non-physical form of gold. Data were collected from both primary and secondary sources to derive a suitable conclusion. Gold Bar, Coins, Jewellery, Gold ETF, Gold Account, Shares of Gold Mining Companies etc were the key determinants of the study. The study evidenced that 70 % of the Marwari businessmen of Guwahati city preferred physical form of gold over non-physical form of gold investment and 14 % of the businessmen preferred both the forms of investment.

Pacific Business Review Internationaleview International

Investment Preference for Physical and Non-Physical Form of Gold : A Study on Marwari Businessmen in Guwahati City

The study attempts to investigate the customers' perception towards bancassurance channel. Customers' perception towards bancassurance is studied by considering six attributes, namely, compliance, tangible infrastructure, reliability, responsiveness, assurance and empathy. The study is based on primary data collected using structured questionnaire from the customers buying life insurance policy of SBI Life through different branches of State Bank of India in Guwahati City of Assam. Cronbach's alpha is used to test the reliability of the questionnaire. Other statistical tools like Mean, Standard Deviation, Kolmogorov-Smirnov and Friedman test were used to arrive at suitable conclusion. The study finds that customers have favourable perception regarding reliability, responsiveness, empathy and assurance of bancassurance channel. Customers perceive that bank's tangible infrastructure is adequate for providing insurance service and the bank has moderate compliance with insurance related rules and regulations. Favourable customers' perception towards bancassurance channel is very important as it is expected to bring more customers for the bank.

DLSU Business and Economics Review

Measuring customers' perception in bancassurance channel using psychometric scale

This study attempts to investigate customer experience with respect to the bancassurance channel. Design/Methodology/Approach - The study is based on primary data collected using a structured questionnaire from customers buying life insurance policies from SBI Life through diff erent branches of State Bank of India in the city of Guwahati in the state of Assam, India. Cronbach's alpha was used to test the reliability of the questionnaire. Statistical tools, such as mean, standard deviation and factor analysis were used to attain the objective of the study. Findings and implications - The study found that customers have favorable experiences when buying life insurance through the bancassurance cha nnel. There are seven core factors that aff ect customer experience in bancassurance: Ease of buying, whether maturity benefi t is received, reliability of the channel, responsiveness of the channel, after-sale services, stock market-related information and accuracy of the channel. Banks should devise a strategy to sustain favorable experiences of their customers, as this enables banks to retain their existing customers while also attracting new ones. Limitations - The study is restricted to customers buying life insurance policy from various branches of State Bank of India in Guwahati, India. Therefore, longitudinal and cross-sectional research is needed to generalize the fi ndings. Originality - The study is fi rst of its kind and hence original in nature.

Market-Trziste

Measuring Customer experience in bancassurance: An empirical study

Purpose – This study attempts to investigate customer experience with respect to the bancassurance channel. Design/Methodology/Approach – The study is based on primary data collected using a structured questionnaire from customers buying life insurance policies from SBI Life through different branches of State Bank of India in the city of Guwahati in the state of Assam, India. Cronbach's alpha was used to test the reliability of the questionnaire. Statistical tools, such as mean, standard deviation and factor analysis were used to attain the objective of the study.

Market-Tr{\v{z}}i{\v{s}}te

Mjerenje Iskustva Korisnika Bankoosiguranja: Empirijsko Istra{\v{z}}ivanje

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.

Fulltext

Acta Universitatis Sapientiae, Economics and Business

Customers' Perception regarding Assurance of Bancassurance Channel

The SIJ Transactions on Industrial, Financial & Business Management

Customers' Perception Regarding Reliability of Bancassurance Channel: An Empirical Study

Bancassurance is a model where commercial banks generally used to work as like insurance agents of an insurance company. Thus, this model presents different sets of experience for the customers as the customers have greater degree of trust and confidence on the banks. Bank due to its greater degree of reach is in an advantageous position to bring financial inclusion for large number of people. The purpose of this study is to investigate the experience of customers buying life insurance through bank. The study is based on the primary data collected from the customers buying life insurance through State Bank of India in Guwahati city of Assam. The data is collected using structured questionnaire. Cronbach's alpha is used to test the reliability of the questionnaire. Other statistical tools like Mean, Standard Deviation etc. are used to arrive at suitable conclusion. The study finds that customers have favourable experience of buying life insurance through bancassurance channel. [ABSTRAC)

Journal of the Insurance Institute of India

Customers' Experience in Financial Inclusion through Bancassurance.

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 analyze customers' perception regarding responsiveness of bancassurance channel in providing insurance related services. The study also tries to find out impact of various demographic variables on customers' perception regarding responsiveness of bancassurance channel. The study is based on the primary data collected from the customers buying life insurance policies of SBI Life Insurance Company Limited through State Bank of India in Guwahati city of Assam. The data is collected using structured questionnaire. Cronbach's alpha is used to test the reliability of the questionnaire. Other statistical tools like Mean, Standard Deviation and Crammer V test are used to arrive at suitable conclusion. The study finds that customers consider bancassurance channel having high responsiveness in providing insurance service. It is also found in the study that among the demographic variables considered age, marital status, family size and education of customers have significant impact on their perception regarding responsiveness of bancassurance channel.