AN ANALYSIS ON THE ADOPTION LEVEL, MARKET SHARE AND EFFICIENCY OF BANCASSURANCE IN THE TURKISH INSURANCE INDUSTRY

Abstract

Bancassurance is one of the most widely used distribution networks in Turkey, as well as in the world. The marketing and sale of products and services by insurance companies through bank branches increases both the effectiveness and performance of the parties. On the other hand, customers can access insurance products at more affordable prices through a channel they trust. In this study, the adoption level, market share and effectiveness of bancassurance in the Turkish Insurance Sector were investigated through surveys applied to sector employees. The data obtained were analyzed using statistical methods such as one-way ANOVA, hypothesis tests and multivariate regression. The findings obtained showed that the adoption level and market share of bancassurance are high, and that the introduction of this channel and its advantages to customers by experienced employees has a significant effect on this. The high adoption level and market share of bancassurance has reduced the costs of insurance companies and increased their profitability. In other words, it has provided insurance companies with a significant increase in effectiveness and performance. Thus, bancassurance is expected to gradually become the dominant distribution channel.