Publication: Estrategias de marketing mix y la fidelización de los clientes de la empresa Ecoalimentos Saludables S.A.C Cajabamba 2022
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Date
2024
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Publisher
Universidad Nacional de Trujillo
Abstract
La investigación tuvo como propósito determinar la relación que existe entre las estrategias de marketing mix y la fidelización de los clientes de la empresa Ecoalimentos Saludables S.A.C. Cajabamba 2022. Estudio de tipo aplicado con diseño no experimental, transversal, correlacional; con una población de 240 clientes mensuales según la información de la empresa, mediante un muestreo probabilístico simple se determinó una muestra de 148 clientes; para la recolección de datos se aplicó la técnica de la encuesta, cuyo instrumento fue el cuestionario. Los resultados se procesaron con la estadística descriptiva e inferencial, usando el programa Excel 2019 y el paquete estadístico SPSS, para identificar la correlación existente entre las variables objeto de estudio. Luego del análisis de resultados, se concluyó que las estrategias de marketing mix se relacionan de manera directa con la fidelización de los clientes de la empresa Ecoalimentos Saludables S.A.C, por su valor de correlación de Pearson de 0.732 y el valor de Sig. menor a 0.05, por consiguiente, se rechaza Ho y se acepta Hi.
ABSTRACT The purpose of the research was to determine the relationship between the marketing mix strategies and customer loyalty of the company Ecoalimentos Saludables S.A.C. Cajabamba 2022. Applied study with non-experimental, cross-sectional, correlational design; with a population of 240 monthly customers according to the company's information, through a simple probability sampling a sample of 148 customers was determined; for data collection the survey technique was applied, whose instrument was the questionnaire. The results were processed with descriptive and inferential statistics, using the Excel 2019 program and the SPSS statistical package, to identify the correlation between the variables under study. After the analysis of the results, it was concluded that the marketing mix strategies are positively related to the loyalty of the customers of the company Ecoalimentos Saludables S.A.C, due to its Pearson correlation value of 0.732 and the Sig. value less than 0.05, therefore, Ho is rejected and Hi is accepted.
ABSTRACT The purpose of the research was to determine the relationship between the marketing mix strategies and customer loyalty of the company Ecoalimentos Saludables S.A.C. Cajabamba 2022. Applied study with non-experimental, cross-sectional, correlational design; with a population of 240 monthly customers according to the company's information, through a simple probability sampling a sample of 148 customers was determined; for data collection the survey technique was applied, whose instrument was the questionnaire. The results were processed with descriptive and inferential statistics, using the Excel 2019 program and the SPSS statistical package, to identify the correlation between the variables under study. After the analysis of the results, it was concluded that the marketing mix strategies are positively related to the loyalty of the customers of the company Ecoalimentos Saludables S.A.C, due to its Pearson correlation value of 0.732 and the Sig. value less than 0.05, therefore, Ho is rejected and Hi is accepted.
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Keywords
Marketing, Fidelización de clientes