I.

INTRODUCTION

The Philippine National Bank, the country’s first universal bank, is the fourth largest
privately-owned Philippine commercial bank. The Bank was established by the Government of
the Philippines in 1916. As an instrument of economic development, PNB led the industry
through the years with its agricultural modernization program and trade finance support for the
country’s agricultural exports. In addition, the Bank pioneered efforts in the OFW remittance
business and introduced many innovations such as bank on wheels, computerized banking, ATM
banking, mobile money changing, domestic traveller’s checks, electronic filing and payment
system for large taxpayers, and UITF ATMs. PNB has the largest number of overseas offices
and one of the largest domestic branch networks among local banks.

PNB has established itself as a stable, reliable, and service-oriented financial institution
serving generations of Filipinos everywhere in the world. Following a strategic merger with
Allied Banking Corporation in 2013 and a refreshed brand identity, the Bank now lives by the
tagline, “You First”.

The Bank’s principal commercial banking activities include deposit-taking, lending, bills
discounting, trade finance, foreign exchange dealings, fund transfers, remittance servicing, asset
management, a full range of retail banking and trust services, and treasury operations. Through
its subsidiaries and affiliate, the Bank engages in thrift banking; full banking services in China
and the United Kingdom; banking services in Hong Kong; and a number of diversified financial
and related businesses such as remittance servicing in the United States, Canada and Hong Kong;
investment banking; life and non-life insurance; stock brokerage; and leasing and financing
services.

The Bank’s customers include the corporate, public utilities (PUs), the middle-market,
retail market, the Philippine Government, National Government Agencies (NGAs), local
government units (LGUs), and government-owned and controlled corporations (GOCCs).

PNB sustained healthy financial results in 2018 and scored milestones in various areas of
the business. The bank registered a net profit of Php9.6 billion, 17% higher than the earnings of
Php8.2 billion in 2017. At the end of 2018, PNB’s total consolidated resources stood at
Php983.6 billion, up Php147.3 billion or 18% from year-ago level.

PNB expanded its domestic branch network, with a year-end total of 644 branches
including PNB Sanchez Mira Branch with 12 employees – the Manager, Sales and Service Head
(SSH), Sales and Service Officer (SSO), Sales and Service Associate (SSA)- New Account
Professor, SSA- teller, financial advisor, security guards and the maintenance officer.
II.RESEARCH DESIGN AND METHODOLOGY

For the study, the researchers used qualitative data collection method. There are three
commonly used qualitative data collection methods namely ethnographic, theory grounded and
phenomenological but the researcher prefer to use the theory grounded method.

Grounded theory arose when sociological researchers sought to provide a level of

legitimacy to qualitative research- to ground it in reality rather than assumptions. Before this
method, qualitative data analysis was actually done before any quantitative data was collected,
so it was disconnected from the collection and analysis process.

Grounded theory uses the following methods:

1. Participant Observation
Researchers immerse themselves in the daily lives of subjects. Another term for
this is “fieldwork”.
2. Interviews
This can vary in formality from informal chats to structured interviews.
3. Documents and Artifact Collection
Grounded theory often is about more than observation and interviews.
Researchers can learn about a group of people from looking at materials the group
used.
III. COMPANY’S VISION AND MISSION

CORPORATE OBJECTIVES
PNB aims to continually provide the best customer experience to generations of Filipinos
here and abroad.

MISSION STATEMENT
We are a leading, dynamic Filipino financial services group with a global presence
committed to delivering a whole range of quality products and services that will create
value and enrich the lives of our customers, employees, shareholders and the
communities we serve.

VISION
To be the most admired financial services organization in the country in terms of:
• Financial performance – rank 1 or 2 in its businesses in terms of return on equity
• Innovativeness – in products, services, distribution and the use of cutting-edge
technology
• Customer perception
o The preferred financial services provider
o The customer-centered organization with a passion for service excellence
• Social responsibility – the employer of choice, a good corporate citizen and partner in
nation-building
• Long-term vision – developing competitive advantage on a sustained basis by
anticipating changes in customer’s preferences and in the manner of doing business