Title: Measuring customer experience towards bancassurance in an emerging market economy: empirical evidence from India

Authors: S. Amrutha; V. Santhi

Addresses: PSG College of Technology, Anna University, India ' Department of Humanities, PSG College of Technology, Anna University, India

Abstract: Bancassurance has emerged as a potential source for the promotion of insurance products. Bancassurance is a 'win-win' strategy for all the stakeholders of banks and insurance companies, thereby impacting the entire economy. This study attempts to explore customer experience related to the bancassurance channel in an emerging economy like India. The study is based on primary data collected using a structured questionnaire from customers buying insurance policies through different commercial banks. The data have been collected from bank customers and structural equation modelling (SEM) using SMART PLS is used for data analysis. The study mainly focuses on seven variables that impact the customer experience in which reliability of the distributive channel, after-sale service, accuracy of the channel, and customer trust positively impact the customer experience. The study shows that consumers have positive experiences purchasing insurance through the bancassurance channel.

Keywords: bancassurance; bank; customer experience; insurance; India; emerging market; structured equational model; India.

DOI: 10.1504/IJPMB.2024.138812

International Journal of Process Management and Benchmarking, 2024 Vol.17 No.3, pp.378 - 392

Received: 24 Apr 2023
Accepted: 26 Apr 2023
Published online: 31 May 2024 *

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