TY - GEN
T1 - Relationship-based marketing and its influence on customer loyalty in a commercial company, Bellavista, 2022
AU - Montero-Chumpitaz, Diana Briggiht
AU - Fernández-Bedoya, Víctor Hugo
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023/1/1
Y1 - 2023/1/1
N2 - The objective of this research was to determine the influence of relationship-based marketing on customer loyalty (and its dimensions: loyalty heart, information, internal marketing, communication, customer experience management and incentives and privileges) of a commercial company, Bellavista, 2022. The methodology had a quantitative approach, applied type, explanatory and descriptive level, non-experimental and cross-sectional design. The population consisted of 100 consumers of the company (finite). The study sample consisted of 80 customers. The technique applied was the survey. The instrument consisted of 18 items, which was submitted to 3 expert judges (Aiken's V coefficient of 1.00). The reliability results were 0.923 Cronbach's alpha overall and 0.830 Guttman's two halves. It was concluded that relationship-based marketing significantly influences customer loyalty of a commercial company, Bellavista 2022 (sig.=0.000; r2=0. 3398) as well as in its dimensions heart of loyalty, information, internal marketing, communication, customer experience management and incentives and privileges (sig.=0.000, r2=0.3588; sig.=0.008, r2=0.0852; sig.=0.000, r2=0.1451; sig.=0.000, r2=0.2926; sig.=0.000, r2=0.3080; sig.=0.000, r2=0.2735) respectively. The study conclusively established that relationship-based marketing significantly influences various aspects of customer loyalty and internal operations within the commercial company Bellavista in 2022, as supported by statistical analysis.
AB - The objective of this research was to determine the influence of relationship-based marketing on customer loyalty (and its dimensions: loyalty heart, information, internal marketing, communication, customer experience management and incentives and privileges) of a commercial company, Bellavista, 2022. The methodology had a quantitative approach, applied type, explanatory and descriptive level, non-experimental and cross-sectional design. The population consisted of 100 consumers of the company (finite). The study sample consisted of 80 customers. The technique applied was the survey. The instrument consisted of 18 items, which was submitted to 3 expert judges (Aiken's V coefficient of 1.00). The reliability results were 0.923 Cronbach's alpha overall and 0.830 Guttman's two halves. It was concluded that relationship-based marketing significantly influences customer loyalty of a commercial company, Bellavista 2022 (sig.=0.000; r2=0. 3398) as well as in its dimensions heart of loyalty, information, internal marketing, communication, customer experience management and incentives and privileges (sig.=0.000, r2=0.3588; sig.=0.008, r2=0.0852; sig.=0.000, r2=0.1451; sig.=0.000, r2=0.2926; sig.=0.000, r2=0.3080; sig.=0.000, r2=0.2735) respectively. The study conclusively established that relationship-based marketing significantly influences various aspects of customer loyalty and internal operations within the commercial company Bellavista in 2022, as supported by statistical analysis.
KW - Relationship-based marketing
KW - customer loyalty
KW - marketing
UR - https://www.scopus.com/pages/publications/85187247094
U2 - 10.18687/LEIRD2023.1.1.132
DO - 10.18687/LEIRD2023.1.1.132
M3 - Conference contribution
AN - SCOPUS:85187247094
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 -