Relationship marketing and customer loyalty of a gastronomic company in Peru

Stefany M.A.S.; Inés S.L.M.; Katherine C.C.L.; Ysabel O.L.M.; Elizabet A.A.F. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.277

Resumen

The main objective of this study was to determine the relationship between relationship marketing and customer loyalty of a gastronomic company in Peru. This was justified by what happened worldwide by the COVID-19, where many companies in the gastronomic industry had to close their doors for a period and resume after 2 years, having as a task, to work on marketing strategies to achieve customer loyalty. The type of study was basic, with a quantitative approach, non-experimental, transectional, correlational design. Likewise, the sampling unit was determined by the consumer customers of the gastronomic company, represented by men and women between 19 and 60 years of age, with a selected sample of 143 customers. The process of operationalization of the variables could be carried out through the measurement of dimensions, for which a survey was used, whose questionnaire had a Likert scale. Finally, the extracted data allowed determining a very high positive correlation between the variables relationship marketing and customer loyalty of a gastronomic company in Peru, with a Rho Spearman (r= 0.900); with a significance of (0.000) less than (0.05), so that the research hypothesis could be accepted. In conclusion, satisfaction, trust, commitment and communication are factors that go hand in hand with customer loyalty in the gastronomic company studied.

Instituciones: Universidad César Vallejo