Customer loyalty and retention at a leading telecommunications company in Perú

Abarca Sánchez Y.; Barreto Rivera U.; Barreto Jara O.; Díaz Ugarte J.L. · Revista Venezolana de Gerencia (2022) · DOI: 10.52080/rvgluz.27.98.22

Resumen

The objective of this research is to determine the relationship between loyalty and retention, as well as in particular the relationships between the dimensions of loyalty and retention through an exploratory factor analysis, with the dimension reduction technique and a multiple linear regression analysis to present the relationship between these variables in a leading telecommunications company in Peru. The research is applied with a quantitative, correlational and non-experimental cross-sectional design. The population is represented by a sample of 147 consumers. The information was collected through an online questionnaire. The results show that there is a strong relationship between consumer loyalty and retention with an R=0.656. It is concluded that the company should focus on improving its information and communication technologies, experience and rewards offered, for better consumer retention.

Instituciones: Universidad Nacional de San Antonio Abad del Cusco; Universidad Continental