Using TOPSIS & CA Evaluating Intentions of Consumers’ Cross-Buying Bancassurance
Chiang Ku Fan, Yu Hsuang Lee, Li Tze Lee, Wen Qin Lu
DOI: 10.4236/jssm.2011.44053   PDF    HTML     4,854 Downloads   8,370 Views   Citations


The purpose of this study is to develop and assess an objective research model to weigh the factors that affect intention of cross-buying insurance in banks. The Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) was conduct firstly for the shortlist selection of factors of cross-buying intention. Then, the factors’ weights of cross-buying intention is also used as the evaluation criteria, and these are calculated effectively by employing Conjoint analysis (CA). This study finding: The TOPSIS is an effective method to help decision makers for the shortlist selection of idea factors of cross-buying intention. In order to collect data to identify and shortlist selection the intentions of cross-buying insurance in banks by Delphi & TOPSIS, and develop an evaluation structure to weigh the intentions of cross-buying insurance in banks, an interview protocol was designed.

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C. Fan, Y. Lee, L. Lee and W. Lu, "Using TOPSIS & CA Evaluating Intentions of Consumers’ Cross-Buying Bancassurance," Journal of Service Science and Management, Vol. 4 No. 4, 2011, pp. 469-475. doi: 10.4236/jssm.2011.44053.

Conflicts of Interest

The authors declare no conflicts of interest.


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