eng Science and Education Publishing Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport 2376-1334 2015-03-05 3 1 57 64 10.12691/jbe-3-1-7 JBE2015317 article Afifa Ferhi afifaferhi2015@yahoo.fr 1 Younes Boujelbene 1 Faculty of Economics and Management of Sfax, Laboratory URECA, University of Sfax, Street of airport, Tunisia 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. http://pubs.sciepub.com/jbe/3/1/7/jbe-3-1-7.pdf banks insurance development Tunisian market