TY - GEN
T1 - Service marketing and its influence on consumer loyalty in a B2B company, Piura, Piura, 2022
AU - Padilla-Santos, Solanyi
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 service marketing on the loyalty (and its dimensions: information, consumers, communication, consumer experience and incentives and privileges) of consumers in a B2B company, Piura, 2022. The methodology had a qualitative approach, basic type, exploratory level, non-experimental design. In addition, an interview guide was applied as an instrument. The participants of the study were 10 workers of the B2B company. The technique applied was the interview. The instrument (interview guide) consisted of 22 items. The results showed that service marketing does have an influence on consumer loyalty in a B2B company, Piura. In addition, it was shown that it is essential to apply 5 dimensions: communication with customers, qualified personnel, experience in carrying out quality projects and services, personalized work adapted to the company's segment, meeting agreed deadlines, guaranteed work and payment facilities. Finally, a discussion with background and final conclusions was issued.
AB - The objective of this research was to determine the influence of service marketing on the loyalty (and its dimensions: information, consumers, communication, consumer experience and incentives and privileges) of consumers in a B2B company, Piura, 2022. The methodology had a qualitative approach, basic type, exploratory level, non-experimental design. In addition, an interview guide was applied as an instrument. The participants of the study were 10 workers of the B2B company. The technique applied was the interview. The instrument (interview guide) consisted of 22 items. The results showed that service marketing does have an influence on consumer loyalty in a B2B company, Piura. In addition, it was shown that it is essential to apply 5 dimensions: communication with customers, qualified personnel, experience in carrying out quality projects and services, personalized work adapted to the company's segment, meeting agreed deadlines, guaranteed work and payment facilities. Finally, a discussion with background and final conclusions was issued.
KW - Service marketing
KW - loyalty
KW - marketing
UR - https://www.scopus.com/pages/publications/85187259984
U2 - 10.18687/LEIRD2023.1.1.124
DO - 10.18687/LEIRD2023.1.1.124
M3 - Conference contribution
AN - SCOPUS:85187259984
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 -