The buying process of bancassurance insurance policies taking place in the Lebanese banks : the case of Byblos Bank SAL

Abstract

The basic element for the success of any business is customer. Hence, organizations and entrepreneurships have engaged in creating and maintaining long-term connections with customers, putting loyalty and satisfaction as an ultimate goal in developing business strategies in a very competitive market. In our research, the group will study the buying process of Bancassurance insurance policies sold in the Lebanese banks taking into consideration the case of Byblos Bank SAL. The group members will spot the light on Byblos customers who hold insurance policies, and study their perceptions towards Bancassurance. Moreover, the groups research will illustrate the advertising effectiveness on consumers cognitive behavior and their post-purchase behavior. In addition, the group will conduct interviews with Byblos Bank/Adir managers who are responsible for the insurance policies, and it will distribute questionnaires to Byblos Bank consumers to collect their opinions about Bancassurance.