Issue: Số 15 - Tháng 6 - 2024Tài chính - Ngân hàng - Bảo hiểm
Solutions for retaining life insurance customers through cross-buying behavior of banking products
Published: July 28, 2026
Abstract
This article explores solutions for retaining life insurance customers through the crossbuying behavior of banking products. The authors use the Theory of Planned Behavior (TPB) to develop the research model, examining the factors influencing policyholders' decisions to maintain their life insurance policies through attitudes, subjective norms, and perceived behavioral control. Combining this with the PLS-SEM structural equation model, four factors were identifed as having a strong impact on the intention to maintain life insurance policies. Based on the research fndings, the authors provide several recommendations for managers of life insurance companies and commercial banks to retain customers.
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