identification and examination of the factors affecting customer intentions for cross buying bancassurance

bancassurance as selling insurance product consider the banksas an example of cross selling to customer from financial institutionsviewpoint and, on the other hand, cross buying by customers. regardingincreased competition, creating a financial supermarket to provide allfinancial services to customers is strongly growing. in this context, first itis necessary to identify factors affecting customers to purchase insurancefrom a bank. the present study is a survey-descriptive research that aimsto identify factors affecting customer intentions for cross buyingbancassurance. the conceptual model is based on the work of sorrell andcolleagues (2008). the results indicated that bank image and customers’trust to bank have a positive and significant relationship with intentions tocross buy bancassurance and that a significant positive relationship wasfound between perceived value with satisfaction and also satisfaction withthe image and trust.