ABSTRACT 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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