identification and classification of the critical success factors (csfs) of bancassurance implementation in iran

due to the created change in the approach to financial services and the idea of providing a united financial service, bancassurance is a concept that is attracting growing attention from both the insurance and banking industry, to be able to creat synergy to be responsive to the business environment and competition in this field. planning and strategic management are considered to be the major requirements in this area, therefore, for successful implementation of this concept, understanding the critical success factors of bancassurance  as one of the steps for planning and strategic management, is essential. the present study is a survey-descriptive research that aims to identify csf of bancassurance. the theoretical framework for this study is based on extracted factors from the literature; using a questionnaire, the critical factors were first investigated through exploratory factor analysis; then, they were classified. the results showed that the key success factors of implementation of bancassurance can be divided into 5 categories.