Exploration of The Factors Influencing Customer Perspectives And Intention Regarding Digital Bancassurance

Abstract

A considerable trend towards digitization in the banking and insurance industries have given rise to a new concept called "digital Bancassurance," in which insurance products are made available through banking systems. For financial institutions looking to optimize their service offerings and boost customer satisfaction in this changing landscape, it is essential to understand the elements that influence customer perspective and intentions towards digital Bancassurance. This study intends to look into and pinpoint the variables influencing customer perspective and intentions towards digital Bancassurance. It aims to identify the fundamental forces influencing consumer perceptions regarding unified banking and insurance services in the digital environment. Rare study has been done to understand the precise elements that influence consumers' decisions to adopt digital Bancassurance or not. By examining many facets that influence consumer perceptions and behavioral intentions in the context of digital Bancassurance, this study seeks to close this gap. In-depth interviews and focus groups will be used to collect qualitative data in order to collect various client opinions. Thematic analysis has been performed as a tool to evaluate the interview transcripts. The delivery and consumption of financial services have changed as a result of the development of digital technology. Digital platforms that combine banking and insurance services have the ability to change client preferences and experiences.