Identification and Examination of the Factors Affecting Customer Intentions for Cross Buying Bancassurance

Bancassurance as selling insurance product consider the banks as an example of cross selling to customer from financial institutions viewpoint and, on the other hand, cross buying by customers. Regarding increased competition, creating a financial supermarket to provide all financial services to customers is strongly growing. In this context, first it is necessary to identify factors affecting customers to purchase insurance from a bank. The present study is a survey-descriptive research that aims to identify factors affecting customer intentions for cross buying bancassurance. The conceptual model is based on the work of Sorrell and colleagues (2008). The results indicated that bank image and customers’ trust to bank have a positive and significant relationship with intentions to cross buy bancassurance and that a significant positive relationship was found between perceived value with satisfaction and also satisfaction with the image and trust.