Relationship marketing as an innovative strategy for customer loyalty in customized arrangements companies

Authors

  • Esthefany Lizeth Orellana-Treviños Business Faculty, Universidad Privada del Norte, Lima, Peru
  • Maria Jose Perez-Iglesias Business Faculty, Universidad Privada del Norte, Lima, Peru https://orcid.org/0009-0006-8083-9739
  • Cinthya Barsheva Gonzales-Paucarcaja Business Faculty, Universidad Privada del Norte, Lima, Peru
  • Franklin Cordova-Buiza Research, Innovation and Social Responsibility Department, Universidad Privada del Norte, Lima, Peru; Faculty of Business Sciences, Universidad Continental, Huancayo, Peru https://orcid.org/0000-0002-7623-7472
  • Heber Luis Olavarria-Benavides Business Faculty, Universidad Privada del Norte, Lima, Peru/Professional Association of Tourism Graduates - Lima (COLITUR-LIMA), Lima, Peru

DOI:

https://doi.org/10.34190/ecie.18.2.1836

Keywords:

Innovation, relationship marketing, customer loyalty, customer experience, Peru

Abstract

Over the years, the use of relationship marketing has been linked to customer loyalty so that companies can reach their customers in an innovative and effective way; knowing first the market, their customers and the products or services they offer. Likewise, achieving a great customer-company bond, for this reason the main objective of the research is to determine if there is a significant relationship between relationship marketing with the process of customer loyalty in custom arrangements companies, the study has a quantitative design, cross-sectional and correlational type, a survey was developed to 380 people with probabilistic sampling, the population was defined for men and women in Lima, the capital of Peru, The dimensions recognized were customer retention, communication, endomarketing, customer experience, information and internal marketing. The results showed that the location of these companies is of utmost importance for customers, and that customers in this area are very demanding in their requirements; on the other hand, a large percentage agreed with the services offered in these businesses since a good relationship is established between customers and employees. Finally, customers indicated that there is post-purchase follow-up and that the company has well-trained workers. In conclusion, it was obtained that most of the customers like to buy in this type of personalized arrangements stores and that they like to receive advice, the statistical inference tests also conclude that there is a significant relationship between relationship marketing and customer loyalty, thus verifying the hypothesis raised in the research.

Author Biographies

Franklin Cordova-Buiza, Research, Innovation and Social Responsibility Department, Universidad Privada del Norte, Lima, Peru; Faculty of Business Sciences, Universidad Continental, Huancayo, Peru

Franklin Cordova-Buiza is a doctoral candidate in Social and Legal Sciences at the University of Cordoba, Spain. Has a master's in Administration with a mention in business management from the Universidad Nacional Mayor de San Marcos, Perú, with Postgraduate Specialization in Marketing and Tourism Business Plans. University Professor, researcher and consultant; author of scientific articles related to tourism and marketing.

Heber Luis Olavarria-Benavides, Business Faculty, Universidad Privada del Norte, Lima, Peru/Professional Association of Tourism Graduates - Lima (COLITUR-LIMA), Lima, Peru

Heber Luis Olavarria-Benavides: Graduated in Tourism and Hotel Administration, with a Master in Biodiversity, Landscapes and Sustainable Management from the University of Navarra - Spain and Specialization in Public Investment Projects; with more than 12 years of experience in both the public and private sectors as a consultant in the development of public investment projects both in project formulation and execution, being part of the team to prepare technical files and as project resident. He has extensive experience in preparing tourist inventories, tourist diagnoses and as a lecturer on issues of sustainable development, tourism development and project development. Currently a research professor at the Universidad Privada del Norte.

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Published

2023-09-18