TY - GEN
T1 - Relationship marketing and customer retention in a Peruvian service company
AU - Diaz-Fuertes, Eda Grettel
AU - Panez-Bendezú, Miguel Humberto
AU - Vargas-Merino, Jorge Alberto
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
KW - Relationship marketing
KW - communication
KW - customer retention
KW - loyalty
KW - satisfaction
KW - trust
UR - https://www.scopus.com/pages/publications/85203829217
U2 - 10.18687/LACCEI2024.1.1.565
DO - 10.18687/LACCEI2024.1.1.565
M3 - Conference contribution
AN - SCOPUS:85203829217
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
T2 - 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
Y2 - 17 July 2024 through 19 July 2024
ER -