Relationship Marketing In The Philippine Commercial Banking Industry

In an ever-changing society and uniformity of banking services due to Central Bank regulations, conventional banking is no longer the norm. Banks now try to gain and maintain customers by building relationships and customizing these relationships in order to gain the trust and loyalty of their clients.This paper describes the new way of doing banking in the Philippines focused on 3 Commercial Banks that reign supreme amongst others by using a Relationship Marketing Strategy Model that is focused on 7 aspects:Service Quality, Brand Image, Value Offers, Trust, Satisfaction, Switching Costs and Customer Loyalty.This paper uses a quantitative method with a deductive approach by collecting responses from 150 Philippine Commercial Bank Clients and analyzing the information obtained using SPSS for Macintosh and Windows in order to see the effect of the aforementioned Marketing Strategy Model in the way clients obtain preference in dealing with their respective Commercial Banks...