Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima
The purpose of this research was to determine the relationship that exists between relationship marketing and customer loyalty of cineplanet and cinemark, Lima 2021. The research methodology under a quantitative approach corresponds to a non-experimental and cross-sectional design, correlational stu...
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| Autores principales: | , , |
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| Formato: | Artículo |
| Lenguaje: | inglés |
| Publicado: |
2024
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| Acceso en línea: | Enlace permanente (DOI o Handle) Descargar el archivo Enlace permanente (DOI o Handle) |
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| _version_ | 1881700472582045696 |
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| author | Cristhian Alva Guarniz Emili Flores Ramos Jhosselyn Raymundo |
| author_browse | Cristhian Alva Guarniz Emili Flores Ramos Jhosselyn Raymundo |
| author_facet | Cristhian Alva Guarniz Emili Flores Ramos Jhosselyn Raymundo |
| author_sort | Cristhian Alva Guarniz |
| collection | Producción científica |
| description | The purpose of this research was to determine the relationship that exists between relationship marketing and customer loyalty of cineplanet and cinemark, Lima 2021. The research methodology under a quantitative approach corresponds to a non-experimental and cross-sectional design, correlational study, to determine the relationship of the variables. There was a sample of 300 clients from a population of 1,345 through non-probabilistic convenience sampling. Survey technique was used to administer the questionnaires. The result was that there is a correlation between relationship marketing and customer loyalty (r=0.807; p=0.000), demonstrating that relationship practices promote and favor customer retention in the service. Likewise, loyalty is also correlated with the dimensions of relationship marketing, with commitment being the most significant (r=0.763; p=0.000), favoring the success of future relationships. It is concluded that applying relationship marketing strategies can increase loyalty levels. |
| format | Article |
| id | openalex:W4400101008 |
| institution | UPeU |
| language | English |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| record_format | dspace |
| spelling | openalex:W4400101008Relationship marketing and customer loyalty at Cineplanet and Cinemark, LimaCristhian Alva GuarnizEmili Flores RamosJhosselyn Raymundorelationship marketingcustomer loyaltycustomer retentioncustomer commitmentcinema chainsservice marketingLimaCustomer Service Quality and LoyaltyConsumer Behavior and Marketing InfluenceMarketing and Advertising StrategiesThe purpose of this research was to determine the relationship that exists between relationship marketing and customer loyalty of cineplanet and cinemark, Lima 2021. The research methodology under a quantitative approach corresponds to a non-experimental and cross-sectional design, correlational study, to determine the relationship of the variables. There was a sample of 300 clients from a population of 1,345 through non-probabilistic convenience sampling. Survey technique was used to administer the questionnaires. The result was that there is a correlation between relationship marketing and customer loyalty (r=0.807; p=0.000), demonstrating that relationship practices promote and favor customer retention in the service. Likewise, loyalty is also correlated with the dimensions of relationship marketing, with commitment being the most significant (r=0.763; p=0.000), favoring the success of future relationships. It is concluded that applying relationship marketing strategies can increase loyalty levels.Articlehttps://doi.org/10.56294/piii2024219https://proceedings.ageditor.ar/index.php/piii/article/download/199/22http://dx.doi.org/10.56294/piii2024219W4400101008enSCT Proceedings in Interdisciplinary Insights and Innovations.3008-90852024-04-07 |
| spellingShingle | relationship marketing customer loyalty customer retention customer commitment cinema chains service marketing Lima Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Cristhian Alva Guarniz Emili Flores Ramos Jhosselyn Raymundo Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima |
| title | Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima |
| title_full | Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima |
| title_fullStr | Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima |
| title_full_unstemmed | Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima |
| title_short | Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima |
| title_sort | relationship marketing and customer loyalty at cineplanet and cinemark lima |
| topic | relationship marketing customer loyalty customer retention customer commitment cinema chains service marketing Lima Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Marketing and Advertising Strategies |
| topic_facet | relationship marketing customer loyalty customer retention customer commitment cinema chains service marketing Lima Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Marketing and Advertising Strategies |
| url | https://doi.org/10.56294/piii2024219 https://proceedings.ageditor.ar/index.php/piii/article/download/199/22 http://dx.doi.org/10.56294/piii2024219 |
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