Nur Shaihana Masnirah Suhaimi, Mohd Noor Hidayat Jimainal, and Iqrima Mas Mappangile. “STRATEGIC ANALYSIS OF BANCASSURANCE IN SABAH USING SWOT-TOWS-AHP FRAMEWORK”. Journal of the Asian Academy of Applied Business (JAAAB), vol. 10, Dec. 2025, pp. 18-35, doi:10.51200/jaaab.7832.