The impact of relationship marketing in building customer loyalty for the business clients of BDO Unibank’s Cash Management Services in Makati City

• Main Author: Castro, Mike Oliver R.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Relationship marketing; Customer loyalty; Bank customers; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6260; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13306/viewcontent/Castro_MikeOliver_11686243_1_Redacted.pdf
• Institution: De La Salle University

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 Ci...