TY - GEN
T1 - Posicionamiento de Marca y Fidelización de Clientes en una Empresa Gastronómica del Perú
AU - Curico, Andrea Anabel Flores
AU - Anticona, Luz Angelica Avalos
AU - Aitken, Higinio Guillermo Wong
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023/1/1
Y1 - 2023/1/1
N2 - 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.
AB - 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.
KW - brand
KW - customers
KW - loyalty
KW - positioning
UR - https://www.scopus.com/pages/publications/85187278825
U2 - 10.18687/LEIRD2023.1.1.145
DO - 10.18687/LEIRD2023.1.1.145
M3 - Contribución a la conferencia
AN - SCOPUS:85187278825
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
PB - Latin American and Caribbean Consortium of Engineering Institutions
T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
Y2 - 4 December 2023 through 6 December 2023
ER -