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A Comparison of Bancassurance and Traditional Insurer Sales Channels

Author

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  • Pang-Ru Chang

    (Department of Risk Management and Insurance, Shih Chien University, Taipei, Taiwan)

  • Jin-Lung Peng

    (Department of Risk Management and Insurance, Shih Chien University, Taipei, Taiwan)

  • Chiang Ku Fan

    (Department of Risk Management and Insurance, Shih Chien University, Taipei, Taiwan)

Abstract

Although various sales channels exist for insurance products, no existing research compares their sales efficiency. This study offers a comparison of bancassurance and traditional sales channels in Taiwan. Using a data envelopment analysis approach, this study first computes the efficiencies of bancassurance and traditional sales channels separately. The efficiency score of the traditional sales channel is significantly higher than that of a comparable bancassurance channel. Furthermore, the efficiency relationship between the bancassurance and the traditional sales channels is independent. These findings have significant implications for the insurance industry and ongoing research in this field.

Suggested Citation

  • Pang-Ru Chang & Jin-Lung Peng & Chiang Ku Fan, 2011. "A Comparison of Bancassurance and Traditional Insurer Sales Channels," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 36(1), pages 76-93, January.
    • Handle: RePEc:pal:gpprii:v:36:y:2011:i:1:p:76-93
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    Cited by:

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    2. Basri Savitha & Subrato Banerjee & Ankitha Shetty, 2019. "Product diversification versus technical efficiency of conglomerate life microinsurance companies: evidence from India," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 44(3), pages 527-547, July.
    3. Ankitha Shetty & Savitha Basri, 2020. "Assessing the Technical Efficiency of Traditional and Corporate Agents in Indian Life Insurance Industry: Slack-based Data Envelopment Analysis Approach," Global Business Review, International Management Institute, vol. 21(2), pages 490-506, April.
    4. Lucia Spotorno & Ornella Moro, 2020. "Do bank-affiliated P&C insurers perform better? An empirical investigation," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 45(2), pages 225-255, April.
    5. Tsai-Jyh Chen, 2019. "Marketing channel, corporate reputation, and profitability of life insurers: evidence of bancassurance in Taiwan," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 44(4), pages 679-701, October.

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