Brand Positioning and Customer Loyalty in a Gastronomic Company in Peru

Curico A.A.F.; Anticona L.A.A.; Aitken H.G.W. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.145

Resumen

This research aimed to determine the relationship that exists between brand positioning, as well as customer loyalty of the “Comidas Regionales Letelier” restaurant, Yurimaguas in Peru, 2023. Methodologically, it was framed in an applied type, quantitative approach, non-experimental design and correlational level; likewise, the survey technique and the instrument, a questionnaire applied to 385 clients, were used. The results gave 87.3% who consider that the restaurant has a low level of positioning, in addition, 60.5% indicate a low level of loyalty. On the other hand, it is evident through the non-parametric dependence measure “Spearman's Rho” that the positioning dimensions are related to loyalty, finding correlational values of 0.632; 0.650; 0.619; 0.622; 0.610; 0.623 and 0.625, likewise there is a positive correlation between these two variables studied at 0.666.

Instituciones: Universidad Privada del Norte