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 |
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Universidad Peruana Unión
2020
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| _version_ | 1881695120848322560 |
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| author | Huanacuni Ventura, Julio César Alarcón Acuña, Jamin Núñez Rojas, Kelly |
| author_browse | Alarcón Acuña, Jamin Huanacuni Ventura, Julio César Núñez Rojas, Kelly |
| author_facet | Huanacuni Ventura, Julio César Alarcón Acuña, Jamin Núñez Rojas, Kelly |
| author_sort | Huanacuni Ventura, Julio César |
| collection | Revistas |
| container_title | Revista de Investigación Valor Agregado |
| description | 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. |
| format | Online |
| id | oai:riva.upeu.edu.pe:article/1274 |
| institution | UPeU |
| issn | 2413-5836 2410-1168 |
| language | Spanish |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | Universidad Peruana Unión |
| publisherStr | Universidad Peruana Unión |
| record_format | ojs |
| revista_str_mv | Revista de Investigación Valor Agregado |
| spelling | oai:riva.upeu.edu.pe:article/12742020-12-15T15:31:52Z Positioning and customer loyalty of the East Lima supermarkets, 2017 Posicionamiento y lealtad del cliente de los supermercados de Lima Este, 2017 Huanacuni Ventura, Julio César Alarcón Acuña, Jamin Núñez Rojas, Kelly Posicionamiento, liderazgo en el servicio, preocupación por el entorno, lealtad, intención del comportamiento, comportamiento efectivo Positioning, leadership in the service, concern for the environment, loyalty, behavioral intention, effective behavior 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. El objetivo de la presente investigación es determinar la relación que existe entre el posicionamiento y la lealtad del cliente de los supermercados de Lima Este. Se desarrolló un estudio correlacional con un diseño no experimental de corte transversal. Participaron 384 clientes calculado de una población no conocida. Para medir posicionamiento se utilizó el instrumento construido, en España, por Hartman, Apaolaza y Forcada (2002), dividida en dos dimensiones: intención de comportamiento y lealtad. Los resultados mediante la prueba Rho de Spearman, demuestran que existe relación entre el posicionamiento y la lealtad del cliente (0.476, p valor 0.00); así mismo lealtad y liderazgo en el servicio, (0.455, p valor 0.00); finalmente entre lealtad y preocupación por el entorno, (0.476, p valor 0.000). Por lo tanto, a mayores niveles de posicionamiento mayor es la lealtad del cliente. Por último, se concluye la lealtad del cliente está determinada por el nivel de posicionamiento. Universidad Peruana Unión 2020-03-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://riva.upeu.edu.pe/index.php/ri_va/article/view/1274 10.17162/riva.v4i1.1274 Revista de Investigación Valor Agregado; Vol. 4 Núm. 1 (2017): Revista Científica Valor Agregado; 75 - 86 2413-5836 2410-1168 spa https://riva.upeu.edu.pe/index.php/ri_va/article/view/1274/1617 https://riva.upeu.edu.pe/index.php/ri_va/article/view/1274/1772 Derechos de autor 2020 Revista de Investigación Valor Agregado |
| spellingShingle | Posicionamiento, liderazgo en el servicio, preocupación por el entorno, lealtad, intención del comportamiento, comportamiento efectivo Positioning, leadership in the service, concern for the environment, loyalty, behavioral intention, effective behavior Huanacuni Ventura, Julio César Alarcón Acuña, Jamin Núñez Rojas, Kelly Positioning and customer loyalty of the East Lima supermarkets, 2017 |
| title | Positioning and customer loyalty of the East Lima supermarkets, 2017 |
| title_alt | Posicionamiento y lealtad del cliente de los supermercados de Lima Este, 2017 |
| title_full | Positioning and customer loyalty of the East Lima supermarkets, 2017 |
| title_fullStr | Positioning and customer loyalty of the East Lima supermarkets, 2017 |
| title_full_unstemmed | Positioning and customer loyalty of the East Lima supermarkets, 2017 |
| title_short | Positioning and customer loyalty of the East Lima supermarkets, 2017 |
| title_sort | positioning and customer loyalty of the east lima supermarkets 2017 |
| topic | Posicionamiento, liderazgo en el servicio, preocupación por el entorno, lealtad, intención del comportamiento, comportamiento efectivo Positioning, leadership in the service, concern for the environment, loyalty, behavioral intention, effective behavior |
| topic_facet | Posicionamiento, liderazgo en el servicio, preocupación por el entorno, lealtad, intención del comportamiento, comportamiento efectivo Positioning, leadership in the service, concern for the environment, loyalty, behavioral intention, effective behavior |
| url | https://riva.upeu.edu.pe/index.php/ri_va/article/view/1274 |
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