This paper aims to analyze the factors that can either speed up or hinder the development of bancassurance through taking into account the case of the Tunisian market. The validation of our conceptual framework was carried out through a quantitative data collecting method based on a survey conducted in Tunisian banks. The empirical results showed that the saturation of the general insurance market, commercial synergy and the greater accessibility to financial services, are among the most important factors that encourage the development of bancassurance to make the services provided to their customers effective.
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