Publication: Marketing relacional y la fidelización de los clientes en la empresa Computer Wifi - Ciudad de Dios, 2020
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Date
2020
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Publisher
Universidad Nacional de Trujillo
Abstract
La presente investigación se propuso como objetivo determinar qué relación existe entre el marketing relacional y la fidelización de los clientes de la empresa Computer Wifi de Ciudad de Dios – 2020. Se formuló el siguiente problema: ¿Qué relación existe entre el marketing relacional y la fidelización de los clientes de la empresa Computer Wifi de Ciudad de Dios - 2020? Cuya hipótesis fue: Existe relación directa y significativa entre el marketing relacional y la fidelización de los clientes de la empresa Computer Wifi de Ciudad de Dios – 2020. La metodología de la investigación se desarrolló de acuerdo al tipo aplicada con un diseño no experimental. La población de estudio estuvo conformada por 260 clientes. Como resultado se tiene: El nivel de marketing relacional de la empresa Computer Wifi de la Ciudad de Dios es alto con un 25.81%, es regular con un 49.03% y bajo con un 25.16%. El nivel de fidelización de los clientes de la empresa Computer Wifi de Ciudad de Dios - 2020 es alto en un 25.16%, regular en un 44.52% y bajo en un 30.32%. Se concluye: El coeficiente de correlación de Rho de Spearman es 0.856, y grado de significación estadística de p < 0,05, determinando que el marketing relacional se relaciona positivamente y significativamente con la fidelización de los de los clientes de la empresa Computer Wifi de Ciudad de Dios – 2020.
ABSTRACT The objective of this research was to determine what relationship exists between relationship marketing and customer loyalty of the Computer Wifi company in Ciudad de Dios - 2020. The following problem was formulated: What relationship exists between relationship marketing and loyalty of the clients of the Computer Wif company of Ciudad de Dios 2020? Whose hypothesis was: There is a direct and significant relationship between relationship marketing and customer loyalty of the Computer Wifi company in Ciudad de Dios - 2020. The research methodology was developed according to the type applied with a non experimental design. The study population consisted of 260 clients. As a result, we have: The level of relationship marketing of the Computer Wifi company of the City of God is high with 25.81%, it is regular with 49.03% and low with 25.16%. The loyalty level of the clients of the Computer Wifi company of Ciudad de Dios - 2020 is high in 25.16%, regular in 44.52% and low in 30.32%. It is concluded: Spearman's Rho correlation coefficient is 0.856, and a degree of statistical significance of p <0.05, determining that relationship marketing is positively and significantly related to customer loyalty of the Computer Wifi company in City of God - 2020.
ABSTRACT The objective of this research was to determine what relationship exists between relationship marketing and customer loyalty of the Computer Wifi company in Ciudad de Dios - 2020. The following problem was formulated: What relationship exists between relationship marketing and loyalty of the clients of the Computer Wif company of Ciudad de Dios 2020? Whose hypothesis was: There is a direct and significant relationship between relationship marketing and customer loyalty of the Computer Wifi company in Ciudad de Dios - 2020. The research methodology was developed according to the type applied with a non experimental design. The study population consisted of 260 clients. As a result, we have: The level of relationship marketing of the Computer Wifi company of the City of God is high with 25.81%, it is regular with 49.03% and low with 25.16%. The loyalty level of the clients of the Computer Wifi company of Ciudad de Dios - 2020 is high in 25.16%, regular in 44.52% and low in 30.32%. It is concluded: Spearman's Rho correlation coefficient is 0.856, and a degree of statistical significance of p <0.05, determining that relationship marketing is positively and significantly related to customer loyalty of the Computer Wifi company in City of God - 2020.
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Keywords
Marketing relacional, Fidelización de clientes, Clientes