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The aims of this paper are 1 search for the key factors of bancassurance operation in mainland China; 2 explore the weight of each key success factor; 3 identify performance gaps typically measured as performance minus key success factors. This study besides reviewing literatures and interviewing with experts, also adopts the modified Delphi Method and the Analytical Network Process ANP to construct a framework of key success factors of bancassurance. Then, the Importance Performance Analysis IPA is applied to identify the performance of each key success factor for bancassurance. The finding offers the decision-maker for the revision of the bancassurance strategy that had been inappropriate. In other words, the strategy maker can identify the weakness and strength of their bancassurance strategy, and allocate their resource accordingly as well.


Bancassurance, Analytical Network Process, Delphi Study, Key Factor, Importance Performance Analysis

Cite this paper

C. Fan and Y. Lee -Key Factors Influencing Bancassurance Success-Mainland China Evidence,- Journal of Service Science and Management, Vol. 3 No. 4, 2010, pp. 520-528. doi: 10.4236-jssm.2010.34059.

Autor: Chiang Ku Fan, Yu Hsuang Lee



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