Relational marketing and brand loyalty in supermarkets in the Santa Clara District, Lima, 2024
Relational marketing and brand loyalty are two essential variables of study. This is because marketing is a trend for a brand to position itself, while loyalty is the result of this process. Therefore, the authors mentioned in this study emphasize the relationship between both variables. This resear...
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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
2024
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| Materias: | |
| Acceso en línea: | Ver en el sistema de origen |
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| Sumario: | Relational marketing and brand loyalty are two essential variables of study. This is because marketing is a trend for a brand to position itself, while loyalty is the result of this process. Therefore, the authors mentioned in this study emphasize the relationship between both variables. This research aimed to analyze the relationship between relational marketing and brand loyalty among customers of supermarkets in the Santa Clara District in 2024. The study focused on a quantitative approach, as data analysis was used to contrast hypotheses obtained from measurements; the design was non-experimental. Additionally, it was cross-sectional, as data collection was conducted within a single established period. The study was correlational, given that it evidenced the level and intensity of association between two or more variables. The study population consisted of customers from supermarkets in the Santa Clara District, and the proposed sample included at least 320 customers. This sample size had a significant impact on the analysis. The results obtained from this study demonstrate a positive and significant relationship between relational marketing and brand loyalty (Rho = 0.638, p < 0.01), reinforcing the importance of good customer relationship management to foster their loyalty. In conclusion, it was evident that there is a significant correlation between relational marketing and brand loyalty, highlighting that effective customer relationship management positively impacts their loyalty. |
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| ISSN: | 2413-5836 2410-1168 |