Skip to main navigation menu Skip to main content Skip to site footer
English | Spanish
Editorial
Revistas / Journals
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
Current Archives
About
About the Journal Submissions Editorial Team Privacy Statement Contact
×
English | Spanish
Editorial

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
Current Archives

About the Journal Submissions Editorial Team Privacy Statement Contact
Original
Published: 2024-04-04
DOI: https://doi.org/10.56294/piii2024219

Relationship marketing and customer loyalty at cineplanet and cinemark, Lima

By
Cristhian Alva ,
Cristhian Alva

Universidad Peruana Unión. Perú

Search this author on:

PubMed | Google Scholar
Emili Flores ,
Emili Flores

Universidad Peruana Unión. Perú

Search this author on:

PubMed | Google Scholar
Jhosselyn Raymundo ,
Jhosselyn Raymundo

Universidad Peruana Unión. Perú

Search this author on:

PubMed | Google Scholar

Abstract

The purpose of this research was to determine the relationship that exists between relationship marketing and customer loyalty of cineplanet and cinemark, Lima 2021. The research methodology under a quantitative approach corresponds to a non-experimental and cross-sectional design, correlational study, to determine the relationship of the variables. There was a sample of 300 clients from a population of 1,345 through non-probabilistic convenience sampling. Survey technique was used to administer the questionnaires. The result was that there is a correlation between relationship marketing and customer loyalty (r=0.807; p=0.000), demonstrating that relationship practices promote and favor customer retention in the service. Likewise, loyalty is also correlated with the dimensions of relationship marketing, with commitment being the most significant (r=0.763; p=0.000), favoring the success of future relationships. It is concluded that applying relationship marketing strategies can increase loyalty levels.

Keywords:

relationship marketing,
customer loyalty,
communication,
commitment,
trust,

How to Cite

1.
Alva C, Flores E, Raymundo J. Relationship marketing and customer loyalty at cineplanet and cinemark, Lima. SCT Proceedings in Interdisciplinary Insights and Innovations [Internet]. 2024 Apr. 4 [cited 2024 Jul. 6];2:219. Available from: https://proceedings.saludcyt.ar/index.php/piii/article/view/219

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.

Article metrics

Google scholar: See link

Vol. 2 (2024)
See full issue

The statements, opinions and data contained in the journal are solely those of the individual authors and contributors and not of the publisher and the editor(s). We stay neutral with regard to jurisdictional claims in published maps and institutional affiliations.