Abstract
The changing scenario in the financial services has facilitated new and innovative practices in the industry. Bancassurance is one such practice that has allowed the banks to operate as the corporate agents of the insurance companies. The banks sell the insurance products for a fee based income. In India, the bancassurance as a distribution channel is evolving and in this context it is essential to understand the cross-buying intention of the customers of the bank. There are a variety of factors that would influence customers’ cross-buying intentions. Previous literature was reviewed and a framework has been proposed considering the factors service quality, trust, perceived value, image and satisfaction as antecedents of cross-buying intentions.
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