Relationship Marketing in the Corporate Image of a Peruvian Banking Institution

Abstract

The general objective of the research was to determine the influence of relationship marketing on the corporate image of a bank in Peru; being the basic type, explanatory level, non-experimental design, sample of 381 clients, survey technique, questionnaire instrument, and quantitative approach. 57.0% of the clients consider the application of relationship marketing banking strategies to be of regular level, where the most outstanding dimension is “Database management”; and 52.8% perceive the corporate image of the entity to be of regular level, where the most outstanding dimension is “Services offered”. It was concluded that there is an influence of relationship marketing on the bank's corporate image, with a chi-square = 55.444 (p = 0.000) and a pseudo-R2 of Nagelkerke = 0.181, similarly, there is an influence of each of the dimensions of the variable “Relationship marketing” on the variable “Corporate image”, except for the dimension “Communication”.