Customer perception of Bancassurance: A Survey

Liaqat Ali, Pooja Chatley


Bancassurance as a channel of selling insurance has fast gained momentum in the Indian insurance scene. The customer, who is at the receiving end of the services jointly provided by the banks and insurance companies is influenced by a number of factors while making the purchase and looks out for different parameters to judge his satisfaction levels. The present study analyses the factors affecting the buying behaviour and satisfaction level from bancassurance of 400 respondents from 4 cities of Punjab.  After agents, banks are the preferred medium of buying insurance because of banks commitment, cost effectiveness, return on investment. Also, given the benefits of updated policy information and ease in premium payments and claims receiving, a majority of the customers are willing to purchase their future insurance policies through the bancassurance mode. Hence, conveying that future of bancassurance can be bright in India too if the tying up companies can channelise their efforts effectively to tap the customer’s needs.

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