IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v34y2025i4p504-525.html
   My bibliography  Save this article

Analysis of overall customer satisfaction towards bancassurance in emerging economies

Author

Listed:
  • Ajitav Acharya
  • Abhijit Mohanty
  • Manoranjan Dash
  • Biswo Ranjan Mishra
  • Kamalakanta Muduli
  • Suchismita Swain

Abstract

The study's goal is to analyse customers' overall satisfaction with bancassurance products offered by retail banks in India. This study conceptualises three second-order categories, 'satisfaction with agent', 'satisfaction with company', and 'satisfaction with functional services', and assesses their impact on overall consumer satisfaction with bancassurance in an emerging economy like India. Primary data was gathered using a structured questionnaire. Purposive sampling was used to choose 344 customers. PLS-SEM 4.0 was used to assess hypotheses as well as the constructs' validity and reliability. The results show that the second-order factor model was empirically valid and that the three second-order constructs have a positive and significant impact on overall consumer satisfaction with bancassurance. Similarly, the association between first-order constructs and their associated second-order constructs was found to be statistically significant. This study proposes a novel paradigm for predicting total customer satisfaction in the banking industry that combines second-order constructs. This study will be valuable for mapping the quality dimensions of bancassurance services in order to improve customer satisfaction in an emerging economy.

Suggested Citation

  • Ajitav Acharya & Abhijit Mohanty & Manoranjan Dash & Biswo Ranjan Mishra & Kamalakanta Muduli & Suchismita Swain, 2025. "Analysis of overall customer satisfaction towards bancassurance in emerging economies," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 34(4), pages 504-525.
    • Handle: RePEc:ids:ijicbm:v:34:y:2025:i:4:p:504-525
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=145671
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:34:y:2025:i:4:p:504-525. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.