Relationship marketing and customer retention in a Peruvian service company

Diaz-Fuertes E.G.; Panez-Bendezú M.H.; Vargas-Merino J.A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.565

Resumen

The objective of this research was to identify the influence of relationship marketing on the retention of Superpet's customers.The research design was non-experimental, cross-sectional and explanatory.The study population was infinite, made up of customers over 18 years of age and who use digital media to interact with the company.We worked with a non-probabilistic sample by convenience and consecutive cases, consisting of 180 customers.The technique used was the survey.The instrument used was the questionnaire, which obtained a Cronbach's alpha of 0.904, which means a high statistical reliability, and a content validation of 99% by experts.Overall, it is concluded that there is a significant relationship between the variables under study, which is contrasted with the correlation coefficient of 0.582.The goodness of fit of the model is contrasted from the R-squared statistic that corresponds to 0.339, which means that it is 33.9% explanatory, therefore, applying relationship marketing strategies is partially beneficial to ensure the continuity of customers.

Instituciones: Universidad Privada del Norte