B2B Marketing and Brand Value in the Customers of a Solid Waste Operator, Trujillo-Peru

Jordy Joseph L.G.; Ronald G.P.; Felfe Igor C.-L. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.295

Resumen

The objective of this research is to determine the relationship between B2B marketing and brand value with the clients of a solid waste operator, since it has been observed that several companies in the B2B sector give significant importance to marketing mechanisms in their commercial strategies. This study is of the applied type, with a non-experimental design, cross-sectional and correlational scope; the population consisted of the company's 380 customers. The questionnaire was used as an instrument and the survey as a technique, therefore, it was obtained that there is a close relationship between B2B marketing and brand equity obtaining moderate and high positive results above 0.6 and 0.7, likewise, the results obtained by measuring the levels of both variables showed high levels per dimension, between 61% and 84%. In conclusion, the implementation of B2B marketing mechanisms in the processes is related to and helps to strengthen and enhance brand value, and also leads to a strengthening of brand image and an increase in customer preference and loyalty, generating positive results in customer satisfaction and loyalty.

Instituciones: Universidad Privada del Norte