| dc.description.abstract | The main objectives of this study to finding market opportunities for bancassurance in
Vietnam. Identify whether or not there are opportunities to sell insurance product through the
banks. Investigating the insurance product that have potential to cross selling, examine
customer’s profile to identify potential customer demand, finding the reason why customers
would like to buy insurance from the banks and awareness to offers insurance product from
banks. Customer’s attitude also analysis basing on the result to market segment.
Questionnaires designed and completed by 206 customers who have been transaction with the
banks.
Market potential is a key factor for developing both life and nonlife insurance. Vietnamese’s
income achieved average as world’s rank. Traditional distributions are employee, agent,
broker that have huge revenue in insurance area. However, Bancassurace has into Vietnam in
nearly years as a new distribution in Vietnam although this distribution was developed in
Europe for a long time ago. Developing stable in insurance and application bancassurance is
a key factor in this sector. This is a distribution very potential to increase insurance revenue,
with the purpose to develop bancassurance that author studied distribution channel through
survey, conclusion, recommendations to implications to managers and ideas to further
research in future.
Key words: Banks, Insurers, Opportunities, Bancassurance, Cross selling, Vietnam | en_US |
