An assessment of banking operation strategies of private banking institutions in the Philippines

Abstract

Attempts to assess the performance of five selected private banking institutions in the Philippines in order to determine how these perform at their vital functions, and to what extent they implement their savings consciousness programme, marketing campaign programme, technological innovation and outreach programmes. Findings reveal that all the banking functions perform well except for insurance. Suggests the banks are implementing the programmes as a gesture of sensitivity to the needs of their customers. Discusses how they use a variety of marketing tools such as posters, brochures, leaflets, product kits and media exposure through broadcast and print media, which are considered by the research as the most effective means of promoting the bank’s products and services.

Citation

Liu, C. (2001), "An assessment of banking operation strategies of private banking institutions in the Philippines", Asia Pacific Journal of Marketing and Logistics, Vol. 13 No. 1, pp. 57-71. https://doi.org/10.1108/13555850110764711