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This study aims to review the published empirical research on relationship orientation in banking and insurance services. The objective of the study is to understand whether a strong customer–sales representative relationship contributes to sales effectiveness and to know the significance of relational behaviors in developing and maintaining long-term relationship.

Through Boolean search, a systematic review with narrative synthesis was conducted. Relevant electronic bibliographic databases and reference lists of pertinent review articles were searched. Screening and eligibility of articles were based on participants, interventions, comparisons, outcomes (PICO) model and PRISMA (Preferred Reporting Items for Systematic reviews) guidelines.

A total of 22 papers were finalized for the study, and results reveal that customer orientation behavior and adaptive selling behavior of sales representatives improve relationship quality, culminating in higher customer satisfaction, enhanced loyalty and escalated commitment, whereas selling orientation diminishes the relationship quality. The attributes of sales person especially contact intensity, contact frequency and client knowledge augment sales effectiveness and longstanding relationship with the customers.

This paper would provide valuable insights for financial sales representatives, academicians and practitioners of relationship marketing in the area of banking and insurance services. Personalization and customizations are important aspects of the provision of social benefits that strengthen competitive advantage.

Although the relevance of relationship marketing has been acknowledged, the conceptual base of relationship orientation in banking and insurance services has received only limited attention.

The biggest challenge in the Indian life insurance industry is mis-selling and unfair business practices. The purpose of this paper is to explore the effect of relational selling behaviour on investor decision making in life insurance market in India. This study also aims to elucidate the mediating role of trust in predicting the purchase of life insurance policies by investors.

A cross-sectional survey was carried out to collect quantitative data using a validated structured questionnaire. A total of 813 policyholders of life insurance companies operating in Karnataka, South India, were chosen. The data were analysed using the partial least square method of structural equation modeling.

The process of investors’ life insurance buying decision is directly influenced by interaction intensity, co-operative intentions of agents, sharing of overt and covert policy information, and indirectly through the partial mediation of trust. Also, trust fully mediates the effect of agent disclosure and personal rapport on decision making by investors. The importance‒performance map analysis highlights the pivotal role of overt policy information in investors’ decision making.

The financial mis-selling in India can be curtailed significantly if the insurance companies insist on responsible and relational selling by their sales agents. The companies would also strategically gain by investing in trust-building programs that enhance quality interactions and honest disclosure of overt and covert policy information, unpretentious intention to co-operate in the policy selection, and emphasize emotional connection and personal rapport with customers. These genuine actions and behavioural manifestations would certainly facilitate appropriate decision making by the investors.

There is a paucity of research in India which explicates the role of relational selling behaviour in insurers’ decision making. As such, this article expands the scope of relational marketing research in insurance by assessing the relational determinants of investor decisions as well as the role of trust as the mediator in influencing insurance decision making.

Evaluating a portfolio of agricultural loans has become an important issue in recent years primarily due to a large number of loan defaults. The purpose of this paper is to investigate the factors influencing credit repayment behavior of farmers in Karnataka.

The study is based on secondary data of 590 farmers collected from a private bank in the state of Karnataka, India. Binary logistic regression and multinomial regression analysis was carried out to estimate the probability of non-payment of a loan.

The results of the regression confirm a significant relationship between non-repayment of agricultural credit and characteristics of borrowers such as the age, years of banking relationship, yield of the crop, distance to bank branch, size and tenure of the loan, farm size and leverage and efficiency ratio.

The factors predicted by the model do certainly help in improving the decision-making process in agricultural lending. A rigorous assessment of family responsibilities, farm size, credit-to-asset ratio, interest burden on the farmers and farm income is suggested to reduce the probability of doubtful assets.

The studies that predict default risk in agricultural loan are limited in India. This is one of the few studies that estimate the determinants of substandard and doubtful categories of credit in a private sector bank.

The purpose of this paper is to analyse the performance of the Indian non-life (general) insurance sector in terms of efficiency, productivity and returns-to-scale economies. In addition to this, it identifies the determinants of efficiency.

This study employs a two-stage data envelopment analysis (DEA) bootstrap approach to estimate the level and determinants of efficiency. In the first stage, the DEA bootstrap approach is employed to estimate bias-corrected efficiency scores. In the second stage, the truncated bootstrapped regression is used to identify the effect of firm-level characteristics on the efficiency of insurers. Moreover, the bootstrapped Malmquist index is used to examine the productivity growth over the observation period 2005–2016.

The bootstrapped DEA results show that the Indian non-life insurance sector is moderately technical, scale, cost and allocative efficient, and there is a large opportunity for improvement. Moreover, the results reveal that the public insurers are more cost efficient than the private insurers. It is also evident that all the insurers irrespective of size and ownership type are operating under increasing returns to scale. Malmquist index results divulge an improvement in productivity of insurers, which is attributable to the employment of the best available technology. Bootstrapped DEA and bootstrapped Malmquist index results also show that the global financial crisis of 2008 has not severely affected the efficiency and productivity of the Indian non-life insurance sector. The truncated regression results spell that size and reinsurance have a statistically significant negative relationship with efficiency. It also shows a statistically significant positive age–efficiency relationship.

The results hold practical implications for the regulators, policy makers, practitioners and decision makers of the Indian non-life insurance companies.

This study is the first of its kind that comprehensively investigates different types of robust efficiency measures, determinants of efficiency, productivity growth and returns-to-scale economies in the Indian non-life insurance market for an extended time period.