期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：5
页码：579-585
DOI：10.6007/IJARBSS/v11-i5/10012
语种：English
出版社：Human Resource Management Academic Research Society
摘要：This conceptual paper examines bancassurance from the perspectives of banks, insurers, and customers. In general, bancassurance refers to the collaboration between banks and insurers to distribute insurance products to bank customers. In Malaysia, bancassurance significantly contributes to the growth of the Malaysia market. As the nature of the banking atmosphere grows more competitive, the role of bancassurance develops more meaningfully in this industry. In the context of this concern, this study seeks to discuss the concept of bancassurance and its benefits to the banking sector, insurance industry, and customers. This study would be useful to insurance companies and banking institutions to formulate strategies for sustainability of bancassurance in the industry.
