Impact of relationship marketing on customer loyalty at a fitness center

Benites Yhuseinn Esthefano E.; Malqui Angie Massiel S.; Heli Modesto L.-A.; Alicia Suxe Ramírez M. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2026) · DOI: 10.18687/laccei2026.1.1.1640

Resumen

The objective of this research was to determine the influence of relationship marketing on customer loyalty in a gymnasium in Chimbote. A quantitative, correlational-causal approach was used, with a non-experimental and cross-sectional design, applying a survey to 100 clients. The results showed a very low positive correlation between relationship marketing and customer loyalty of 0.131, as well as between information management of 0.110 and communication of 0.112. The dimension of recovery of dissatisfied customers presented a moderate negative correlation of -0.051. It is concluded that improvements in marketing strategy are required to increase customer loyalty in the sports fitness sector.