How could Vietnamese Banks develop bancassurance rapidly, reliably and sustainably?

Abstract

This study was conducted to explore the factors which affect the intention to use bancassurance in banks of people in Ho Chi Minh city. A 300 valid sample was used in this study to find the relationship between 7 factors: Reliability, relatives’ influence, marketing, responsiveness, ease of buying, price, and online functional elements. A reliability and validity test were conducted, then the results showed that all 7 factors with 25 observed variables were accepted. For the linear regression test, there were 5 factors accepted consisting of: Reliability, marketing, ease of buying, price, and online functional elements and all five factors have a positive impact on purchase intention. The findings of this study can assist managers in promoting bancassurance rapidly and sustainably.