Peng, J. L., Wei, S. Y., and Chen, Y. C. 2017. Effect of Competitors’ Activities on the Bancassurance Strategy of Life Insurers: Competitive Dynamics Perspective. NTU Management Review, : 149-176. https://doi.org/10.6226/NTUMR.2017.MAR.RM104-024
Jin-Lung Peng, Associate Professor, Department of Risk Management and Insurance, National Chengchi University
Siao-Yun Wei, Lecturer, Department of Banking and Finance, Chinese Culture University / Ph.D. Candidate, Department of Risk Management and Insurance, National Chengchi University
Yen-Chih Chen, Ph.D. Candidate, Department of Risk Management and Insurance, National Chengchi University
Abstract
This study analyzed the effect of competitors’ activities on the bancassurance strategy from the competitive dynamics perspective. We investigated strategy and competition in the bancassurance business using data from Taiwan’s life insurance companies from 2005 to 2013. For bancassurance competitive actions, we employed net bancassurance premium change and percentage changes in the bancassurance business as strategic measures of bancassurance. The empirical results reveal samples with higher competitive tension and competitive capabilities, and they show positive relationships between competitors’ actions and competitive actions in the bancassurance business. The results provide evidence supporting the notion that competitors’ strategies affect insurers’ bancassurance strategies.
Keywords
bancassurancecompetitive dynamicscompetitors’ activities