KANTAR TNS, one of the world’s largest research agencies
with experts in over 90 countries, recently launched the 2018 Corporate
Reputation Study, a quantitative program about the operations of the different
banks in the Philippines. This study is a follow-up to the same survey
conducted in 2008.
Kantar TNS research showed that BDO has overtaken Metrobank and the Bank of the Philippine Islands (BPI) and come out as the most reputable bank in total ranking this year, moving up two places from No. 3 in 2008.
The study focused on the bankable segment of the population, particularly class ABC financial decision-makers in the Greater Manila Area (GMA) and Metro Cebu. Among the topics discussed during the interviews with 800 respondents were awareness of banks, bank patronage (e.g., loan/deposit products availed, length of relationship), touchpoints, and attitudes to financial activities, banking and financial technology. Kantar TNS’s corporate reputation model focuses on five dimensions driving a bank’s reputation, namely: overall reputation/renown; favorability; trust; success; and product and service quality.
Top performing banks in PHL from 2008 to 2018
Several banks enjoy an uplift in reputation, benefiting from the positive performance of the sector. “Consumers are taking notice of efforts to consolidate and strengthen the banking industry,” said JV Villabroza, head of Kantar TNS.
BDO ranked No. 1 in total ranking, and in GMA. On the other hand, albeit with softening reputation, Metrobank managed to maintain its lead in Metro Cebu, while BPI and BPI Family placed second in both GMA and Metro Cebu.
Government-operated banks such as the Philippine National Bank (PNB) and LandBank complete the top 5 list.
Meanwhile, the study showed RCBC, RCBC Savings and Security Bank as having major gains on reputation over this 10-year period, now joining the pack of high-reputation banks.
BDO’s reputation among consumers in GMA has strengthened over the years (from 79 percent in 2008 to 90 percent in 2018), with success positively driving this increase, a positive consequence of its dominance in the local market and the expansion of its network and capabilities globally.