Positioning and customer loyalty of the East Lima supermarkets, 2017
The objective of the present investigation is to determine the relationship that exists between the positioning and customer loyalty of the East Lima supermarkets. A correlational study with a non-experimental cross-sectional design was developed. 384 clients participated, calculated from an unknown...
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| Publicado en: | Revista de Investigación Valor Agregado |
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| Autores principales: | , , |
| Formato: | Artículo de revista |
| Lenguaje: | español |
| Publicado: |
Universidad Peruana Unión
2020
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| Materias: | |
| Acceso en línea: | Ver en el sistema de origen |
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| Sumario: | The objective of the present investigation is to determine the relationship that exists between the positioning and customer loyalty of the East Lima supermarkets. A correlational study with a non-experimental cross-sectional design was developed. 384 clients participated, calculated from an unknown population. To measure positioning we used the instrument built, in Spain, by Hartman, Apaolaza, and Forcada (2002), which is divided into two dimensions: behavioral intention, and loyalty. The results through Spearman’s Rho test show that there is a relationship between positioning and customer loyalty (0.476, p-value 0.00); likewise loyalty and leadership in the service, (0.455, p-value 0.00); finally between loyalty and concern for the environment, (0.476, p-value 0.000). Therefore, at higher levels of positioning, greater customer loyalty. Finally, it concludes that customer loyalty is determined by the level of positioning. |
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| ISSN: | 2413-5836 2410-1168 |