Identifying Factors Influencing Customer Experience in Bancassurance: A Literature Review

Abstract

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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.

Keywords: Bancassurance, Bank, Customer Experience, Insurance

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