A STUDY OF BANKER’S PERCEPTION FOR THE FACTORS WHICH BANKS DELIVER TO CUSTOMERS IN BANCASSURANCE

“Bancassurance” in its simplest form is the distribution of insurance products through a banks ‘distribution channels. The life insurance industry in India has been progressing at a rapid pace since opening up of the sector in 2000. Due to integration of global financial markets, development of new technologies, universalization of banking operations and diversification in non-banking activities, the business of banking around the globe is changing. This study tries to analyze those factors which are delivered to the customers under bancassurance and also the psychological mind set of the bankers as what they do for the fullest satisfaction of the customers receiving the services of the banks. This study would help not only to the banks or the insurance companies but also to the distributers or sales personnel who try hard to convince the customers and would keep in mind those factors which positively or negatively affect the mind set of customers as well as bankers.