Date of Publication

3-26-2020

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Reynaldo Bautista

Defense Panel Chair

Claro Ganac

Defense Panel Member

Miguel Paulo Paredes
Rayan Dui

Abstract/Summary

The purpose of this research is to understand the connection between relationship marketing (RM) and customer loyalty in the context of banking. It also seeks to give explanation about the impact of RM in building loyalty to the business clients of BDO Unibank’s Cash Management Services in Makati City. Furthermore, this study aims to define the significant factors influencing client-bank relationship.

This study adopts the “Research Model of Relationship Marketing and Customer Loyalty” of Mohamad Rizan, Ari Warokka and Dewi Listyawati and the “True Value of Brand Loyalty Model” of Desmond Lam in order to come up with a conceptual model, which will serve as a guide throughout the research.

The researcher will use a questionnaire to gather first-hand data from 300 qualified respondents that will be reached through random sampling method through the help of the researcher’s colleagues, family and friends who are not working in any banks. The gathered data will be analyzed using descriptive and correlational research designs.

Lastly, Structural Equation Modelling (SEM) will be used to understand the relationship of the variables and to answer the research questions and to solve the hypotheses. Sobel Effect (SE) and Confirmatory Factor Analysis (CFA) were also performed to check the mediating effect of the intervening variables as well as to measure the model validity and the goodness of fit of the variables in the research model.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Relationship marketing; Customer loyalty; Bank customers

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Embargo Period

8-14-2022

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