Measuring Customers’ Perception in Bancassurance Channel Using Psychometric Scale

The study attempts to investigate the customers’ perception towards bancassurance channel. Customers’ perception towards bancassurance is studied by considering six attributes, namely, compliance, tangible infrastructure, reliability, responsiveness, assurance, and empathy. The study is based on primary data collected using structured questionnaire from the customers buying life insurance policy of SBI Life through different branches of State Bank of India in Guwahati City of Assam. Cronbach’s alpha is used to test the reliability of the questionnaire. Other statistical tools like Mean, Standard Deviation, Kolmogorov-Smirnov, and Friedman test were used to arrive at suitable conclusion. The study finds that customers have favourable perception regarding reliability, responsiveness, empathy, and assurance of bancassurance channel. Customers perceive that bank’s tangible infrastructure is adequate for providing insurance service and the bank has moderate compliance with insurance related rules and regulations. Favourable customers’ perception towards bancassurance channel is very important as it is expected to bring more customers for the bank.