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Salud, Ciencia y Tecnología Metaverse Basic and Applied Research Data & Metadata Interdisciplinary Rehabilitation Salud, Ciencia y Tecnología - Serie de Conferencias Community and Interculturality in Dialogue Seminars in Medical Writing and Education Health Leadership and Quality of Life Gamification and Augmented Reality Southern perspective / Perspectiva austral
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Original
Published: 2024-04-04
DOI: https://doi.org/10.56294/piii2024206

Relationship Marketing and customer loyalty in the company Saga Falabella S.A. Cusco

By
Silvia Aydee Huittoccollo Huirse ,
Silvia Aydee Huittoccollo Huirse

Universidad Peruana Unión. Perú

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Julio Cesar Abarca Panique ,
Julio Cesar Abarca Panique

Universidad Peruana Unión. Perú

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Abstract

The objective of this research article was to determine the relationship between relationship marketing and customer loyalty in the company Saga Falabella S.A, Cusco, 2022. The methodology used corresponded to a type of quantitative research, whose approach was correlational, from Non-experimental and cross -sectional design, with 350 clients of the company as participants, which has a branch in the city of Cusco. As a data collection instrument, the survey was used, where its characteristics were described within the article, in its entirety two questionnaires corresponding to relationship marketing and customer loyalty. When executing the questionnaires, it was concluded that the existence of a moderate significant relationship with a sig is prolonged. 0.000 and a Pearson's r of 0.68, thus understanding that as long as correct relationship marketing is handled, customer loyalty will also be achieved. Translating this context to the company, it is understood that as long as the correct marketing strategies are executed and they maintain a constant relationship with it, the company will gain a loyal customer. Its function is to identify what the client calls attention to.

Keywords:

Relationship marketing,
loyalty,
behavioral,
attitudinal and cognitive loyalty,

How to Cite

1.
Huittoccollo Huirse SA, Abarca Panique JC. Relationship Marketing and customer loyalty in the company Saga Falabella S.A. Cusco. SCT Proceedings in Interdisciplinary Insights and Innovations [Internet]. 2024 Apr. 4 [cited 2024 Jul. 27];2:206. Available from: https://proceedings.saludcyt.ar/index.php/piii/article/view/206

Copyright Notice

The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.

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Vol. 2 (2024)
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