Validation of the “RM” Relationship Marketing instrument in the clients of the Cinemark company, Surco, 2020
The objective of this study is to determine the internal consistency and reliability of the Relationship Marketing instrument, by means of an exploratory analysis. The instrument, created by Ndubisi (2007), measures the dimensions of trust, commitment, communication and conflict management using 16...
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| Publicado en: | Revista de Investigación Valor Agregado |
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| Formato: | Artículo de revista |
| Lenguaje: | español |
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Universidad Peruana Unión
2020
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| _version_ | 1881695122833276928 |
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| author | Gallegos Reyes, Miguel Angel Panduro Ramirez, Jose Alberto David de la Cruz Vargas, Alexander |
| author_browse | David de la Cruz Vargas, Alexander Gallegos Reyes, Miguel Angel Panduro Ramirez, Jose Alberto |
| author_facet | Gallegos Reyes, Miguel Angel Panduro Ramirez, Jose Alberto David de la Cruz Vargas, Alexander |
| author_sort | Gallegos Reyes, Miguel Angel |
| collection | Revistas |
| container_title | Revista de Investigación Valor Agregado |
| description | The objective of this study is to determine the internal consistency and reliability of the Relationship Marketing instrument, by means of an exploratory analysis. The instrument, created by Ndubisi (2007), measures the dimensions of trust, commitment, communication and conflict management using 16 items. Within the previous internal consistency analyses, a Cronbach's Alpha was obtained for the instrument, corresponding to a= 0.883 and 0.458, 0.789, 0.657, 0.821 for its dimensions. Thus, to verify the homogeneity of the variables, estimates were made in advance using KMO, reaching an admissible Kaiser Meyer Olkin index of 0.816 and a Chi square of 695.946 with 120 degrees of freedom and significance level = 0.000 (p <.001) by means of the Bartlett sphericity test, as an indispensable requirement for the extraction of factors by means of rotated components, acquiring loads for the first element between 0.780 and 0.790; for the second element, between 0.738 and 0.779, for the third element, between 0.739 and 0.652 and for the fourth element 0.598, justifying a high correlation, because they are greater than 0.4, formalizing the objective of reviewing whether they are grouped empirically, as was predicted theoretically. However, items COMUN 10 (0.486), COMUN 11, (0.482), CONFL15 (0.148) did not obtain a load in their dimensions and items CONFI 5 (0.385), COMUN13 (0.244), CONFL16 (0.498) obtained additional loads in other dimensions, and thus could be eliminated, but they were kept in their theoretical factor, awaiting a confirmatory analysis. |
| format | Online |
| id | oai:riva.upeu.edu.pe:article/1413 |
| 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/14132022-11-05T20:28:40Z Validation of the “RM” Relationship Marketing instrument in the clients of the Cinemark company, Surco, 2020 Validación del instrumento del Marketing Relacional “RM” en los clientes de la empresa Cinemark, Surco,2020 Gallegos Reyes, Miguel Angel Panduro Ramirez, Jose Alberto David de la Cruz Vargas, Alexander Marketing relacional, confianza, comunicación, compromiso, manejo de conflictos. Relationship Marketing, trust, communication, commitment, conflict management. The objective of this study is to determine the internal consistency and reliability of the Relationship Marketing instrument, by means of an exploratory analysis. The instrument, created by Ndubisi (2007), measures the dimensions of trust, commitment, communication and conflict management using 16 items. Within the previous internal consistency analyses, a Cronbach's Alpha was obtained for the instrument, corresponding to a= 0.883 and 0.458, 0.789, 0.657, 0.821 for its dimensions. Thus, to verify the homogeneity of the variables, estimates were made in advance using KMO, reaching an admissible Kaiser Meyer Olkin index of 0.816 and a Chi square of 695.946 with 120 degrees of freedom and significance level = 0.000 (p <.001) by means of the Bartlett sphericity test, as an indispensable requirement for the extraction of factors by means of rotated components, acquiring loads for the first element between 0.780 and 0.790; for the second element, between 0.738 and 0.779, for the third element, between 0.739 and 0.652 and for the fourth element 0.598, justifying a high correlation, because they are greater than 0.4, formalizing the objective of reviewing whether they are grouped empirically, as was predicted theoretically. However, items COMUN 10 (0.486), COMUN 11, (0.482), CONFL15 (0.148) did not obtain a load in their dimensions and items CONFI 5 (0.385), COMUN13 (0.244), CONFL16 (0.498) obtained additional loads in other dimensions, and thus could be eliminated, but they were kept in their theoretical factor, awaiting a confirmatory analysis. El objetivo de la presente investigación es determinar la consistencia interna y confiabilidad del instrumento Relationship Marketing, mediante un análisis exploratorio. El instrumento creado por Ndubisi (2007) calcula las dimensiones, confianza, compromiso, comunicación y manejo de conflictos mediante 16 reactivos. Dentro de los análisis previos de consistencia interna se obtuvo un Alfa de Cronbach para el instrumento corresponde a=0.883 y 0.458, 0.789, 0.657, 0.821 para sus dimensiones. De esta forma para constatar la homogeneidad de las variables (reactivos), con anticipación se realizaron las estimaciones mediante KMO, alcanzando un índice de Káiser Meyer Olkin admisible de 0.816 y un Chi cuadrado de 695.946 con 120 grados de libertad y nivel de significancia =0.000 (p<.001) mediante la prueba de esfericidad de Bartlett, como requisito indispensable para la extracción de factores mediante componente rotados, adquiriendo para el primer elemento cargas entre 0.780 y 0.790; para el segundo elemento, entre 0.738 y 0.779, para el tercer elemento, entre 0.739 y 0.652 y para el cuarto elemento 0.598, justificando una alta correlación, porque son mayores a 0.4, formalizando el objetivo de revisar si se agrupan empíricamente, tal como, teóricamente se había pronosticado. Sin embargo, el reactivo COMUN 10 (0.486), COMUN 11, (0.482), CONFL15 (0.148) no obtuvieron carga en su dimensionalidad y los reactivos CONFI 5 (0.385), COMUN13 (0.244), CONFL16 (0.498) obtuvieron cargas adicionales en otros elementos, pudiendo ser eliminados, se decidió mantenerlos en su factor teórico, esperando un análisis confirmatorio. Universidad Peruana Unión 2020-12-31 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/1413 10.17162/riva.v7i1.1413 Revista de Investigación Valor Agregado; Vol. 7 Núm. 1 (2020): Revista Científica Valor agregado; 22 - 30 2413-5836 2410-1168 10.17162/riva.v7i1 spa https://riva.upeu.edu.pe/index.php/ri_va/article/view/1413/1783 https://riva.upeu.edu.pe/index.php/ri_va/article/view/1413/2009 Derechos de autor 2020 Revista de Investigación Valor Agregado |
| spellingShingle | Marketing relacional, confianza, comunicación, compromiso, manejo de conflictos. Relationship Marketing, trust, communication, commitment, conflict management. Gallegos Reyes, Miguel Angel Panduro Ramirez, Jose Alberto David de la Cruz Vargas, Alexander Validation of the “RM” Relationship Marketing instrument in the clients of the Cinemark company, Surco, 2020 |
| title | Validation of the “RM” Relationship Marketing instrument in the clients of the Cinemark company, Surco, 2020 |
| title_alt | Validación del instrumento del Marketing Relacional “RM” en los clientes de la empresa Cinemark, Surco,2020 |
| title_full | Validation of the “RM” Relationship Marketing instrument in the clients of the Cinemark company, Surco, 2020 |
| title_fullStr | Validation of the “RM” Relationship Marketing instrument in the clients of the Cinemark company, Surco, 2020 |
| title_full_unstemmed | Validation of the “RM” Relationship Marketing instrument in the clients of the Cinemark company, Surco, 2020 |
| title_short | Validation of the “RM” Relationship Marketing instrument in the clients of the Cinemark company, Surco, 2020 |
| title_sort | validation of the rm relationship marketing instrument in the clients of the cinemark company surco 2020 |
| topic | Marketing relacional, confianza, comunicación, compromiso, manejo de conflictos. Relationship Marketing, trust, communication, commitment, conflict management. |
| topic_facet | Marketing relacional, confianza, comunicación, compromiso, manejo de conflictos. Relationship Marketing, trust, communication, commitment, conflict management. |
| url | https://riva.upeu.edu.pe/index.php/ri_va/article/view/1413 |
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