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...
Guardado en:
| Publicado en: | Revista de Investigación Valor Agregado |
|---|---|
| Autores principales: | , , |
| Formato: | Artículo de revista |
| Lenguaje: | español |
| Publicado: |
Universidad Peruana Unión
2024
|
| Materias: | |
| Acceso en línea: | Ver en el sistema de origen |
| Etiquetas: |
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| _version_ | 1881695126192914432 |
|---|---|
| author | Begazo Torrico, Janeri Milagros Ayón Esacalante, Julissa Kristel Erazo-Ordoñez, Yessica |
| author_browse | Ayón Esacalante, Julissa Kristel Begazo Torrico, Janeri Milagros Erazo-Ordoñez, Yessica |
| author_facet | Begazo Torrico, Janeri Milagros Ayón Esacalante, Julissa Kristel Erazo-Ordoñez, Yessica |
| author_sort | Begazo Torrico, Janeri Milagros |
| collection | Revistas |
| container_title | Revista de Investigación Valor Agregado |
| description | 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. |
| format | Online |
| id | oai:riva.upeu.edu.pe:article/2100 |
| institution | UPeU |
| issn | 2413-5836 2410-1168 |
| language | Spanish |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| 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/21002024-12-11T14:16:05Z Relational marketing and brand loyalty in supermarkets in the Santa Clara District, Lima, 2024 Marketing relacional y lealtad de marca en supermercados del Distrito de Santa Clara, Lima, 2024 Begazo Torrico, Janeri Milagros Ayón Esacalante, Julissa Kristel Erazo-Ordoñez, Yessica Lealtad a la marca Fidelización Marketing relacional Comunicación Confianza Brand loyalty Customer loyalty Relational marketing Communication Trust 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. El marketing relacional y la lealtad a la marca son dos variables esenciales de estudio, esto se debe a que el marketing es tendencia para que una marca pueda posicionarse mientras que la lealtad es el resultado de este proceso. Es por ello que los autores previstos en la presente resaltan la relación entre ambas variables. La presente investigación busco analizar la relación entre el marketing relacional y la lealtad a la marca en clientes de los Super Mercados del Distrito de Santa Clara, año 2024. El estudio se centró en un enfoque cuantitativo, ya que, por medio del análisis de datos, se contrastaron hipótesis obtenidas a partir de mediciones, el diseño fue no experimental. Además, fue de corte transversal, ya que la recolección de los datos se realizó en un solo periodo establecido. El estudio fue de tipo correlacional, puesto que se evidenció el nivel e intensidad de asociación de dos o más variables. La población del estudio estuvo conformada por los clientes de los supermercados del Distrito de Santa Clara, y la muestra propuesta incluyó al menos 320 clientes. Este tamaño muestral tuvo un impacto significativo en el análisis. Los resultados obtenidos en este estudio demuestran una relación positiva y significativa entre el marketing relacional y la lealtad de marca (Rho = 0.638, p < 0.01), lo que refuerza la importancia de una buena gestión de las relaciones con los clientes para fomentar su fidelización. Concluyendo que, se evidenció que existe una correlación significativa entre el marketing relacional y la lealtad de marca, subrayando que una adecuada gestión de las relaciones con los clientes impacta de manera positiva en su lealtad. Universidad Peruana Unión 2024-12-06 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/2100 10.17162/riva.v11i1.2100 Revista de Investigación Valor Agregado; Vol. 11 Núm. 1 (2024): Revista de Investigación Valor Agregado; 56 - 69 2413-5836 2410-1168 spa https://riva.upeu.edu.pe/index.php/ri_va/article/view/2100/2163 https://riva.upeu.edu.pe/index.php/ri_va/article/view/2100/2171 Derechos de autor 2024 Janeri Milagros Begazo Torrico, Julissa Kristel Ayón Esacalante, Yessica Erazo-Ordoñez https://creativecommons.org/licenses/by-nc-nd/4.0 |
| spellingShingle | Lealtad a la marca Fidelización Marketing relacional Comunicación Confianza Brand loyalty Customer loyalty Relational marketing Communication Trust Begazo Torrico, Janeri Milagros Ayón Esacalante, Julissa Kristel Erazo-Ordoñez, Yessica Relational marketing and brand loyalty in supermarkets in the Santa Clara District, Lima, 2024 |
| title | Relational marketing and brand loyalty in supermarkets in the Santa Clara District, Lima, 2024 |
| title_alt | Marketing relacional y lealtad de marca en supermercados del Distrito de Santa Clara, Lima, 2024 |
| title_full | Relational marketing and brand loyalty in supermarkets in the Santa Clara District, Lima, 2024 |
| title_fullStr | Relational marketing and brand loyalty in supermarkets in the Santa Clara District, Lima, 2024 |
| title_full_unstemmed | Relational marketing and brand loyalty in supermarkets in the Santa Clara District, Lima, 2024 |
| title_short | Relational marketing and brand loyalty in supermarkets in the Santa Clara District, Lima, 2024 |
| title_sort | relational marketing and brand loyalty in supermarkets in the santa clara district lima 2024 |
| topic | Lealtad a la marca Fidelización Marketing relacional Comunicación Confianza Brand loyalty Customer loyalty Relational marketing Communication Trust |
| topic_facet | Lealtad a la marca Fidelización Marketing relacional Comunicación Confianza Brand loyalty Customer loyalty Relational marketing Communication Trust |
| url | https://riva.upeu.edu.pe/index.php/ri_va/article/view/2100 |
| work_keys_str_mv | AT begazotorricojanerimilagros relationalmarketingandbrandloyaltyinsupermarketsinthesantaclaradistrictlima2024 AT ayonesacalantejulissakristel relationalmarketingandbrandloyaltyinsupermarketsinthesantaclaradistrictlima2024 AT erazoordonezyessica relationalmarketingandbrandloyaltyinsupermarketsinthesantaclaradistrictlima2024 AT begazotorricojanerimilagros marketingrelacionalylealtaddemarcaensupermercadosdeldistritodesantaclaralima2024 AT ayonesacalantejulissakristel marketingrelacionalylealtaddemarcaensupermercadosdeldistritodesantaclaralima2024 AT erazoordonezyessica marketingrelacionalylealtaddemarcaensupermercadosdeldistritodesantaclaralima2024 |