Migration Letters Volume: 20, No: S6(2023), pp. 1056-1071 ISSN: 1741-8984 (Print) ISSN: 1741-8992 (Online) www.migrationletters.com Relationship Marketing in the Corporate Image of a Peruvian Banking Institution Norah Mamani Choque 1 , Rubens Houson Pérez-Mamani 2 , Johannes Schmidt Urdanivia 3 , Hugo Abel Carrillo Zavala 4 , Lessly Paola Campana Salgado 5 , Manuel Yuri Apaza Valencia 6 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”. Keywords: Relationship marketing, corporate image, customer banking. INTRODUCTION Alarcón and Granda (2018) describe that a key aspect for an organization to be competitive in its industry is the implementation of various strategies that allow it to be increasingly closer to the satisfaction of its customers; and one of these strategies is related to transmitting the benefits of products and/or services, publicize the various promotions that the company is giving as a result of the purchase, others, and for such effective communication can be realized uses marketing, as a set of actions that facilitate the entity can make marketing transactions with their customers. Amaru (2009) highlights that currently, the use of marketing techniques to improve sales levels in a company should be complemented with the use of ICT, as this generates an improvement in its design capacity and impact on the brains of customers, but this requires greater investment in technology, which some MSEs find it difficult to prioritize 1 Master's Degree in Business Administration and Management, Universidad Nacional Jorge Basadre Grohmann, nmamanich@unjbg.edu.pe, https://orcid.org/0000-0001-6562-5843 2 Doctor of Education, Universidad Nacional Mayor de San Marcos, rperezma@unmsm.edu.pe, https://orcid.org/0000- 0001-9279-2057 3 Master's Degree in Business Administration with a major in Business Management, Universidad Nacional Mayor de San Marcos, jschmidtu@unmsm.edu.pe, https://orcid.org/0000-0002-9377-9169 4 Master's Degree in Business Management, Universidad Nacional Jorge Basadre Grohmann, hcarrilloz@unjbg.edu.pe, https://orcid.org/0000-0003-0569-5959 5 Master's Degree in Business Administration and Management, Universidad Nacional Jorge Basadre Grohmann, lcampanas@unjbg.edu.pe, https://orcid.org/0000-0001-8927-0207 6 Master's Degree in Accounting and Administration, Universidad Privada de Tacna, manapaza@virtual.upt.pe, https://orcid.org/0000-0003-4343-5197