Publication: Estrategias del marketing mix y su relación con la fidelización en los clientes de la empresa Cisar S.A.C. Trujillo 2022
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Date
2023
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Publisher
Universidad Nacional de Trujillo
Abstract
La presente investigación tuvo como principal propósito determinar la relación entre las estrategias del marketing mix y la fidelización en los clientes de la empresa CISAR S.A.C., Trujillo, 2022. La investigación tiene un enfoque mixto, de alcance descriptivo correlacional, de tipo aplicada, con un diseño no experimental, de corte transversal; en tanto, la población estuvo conformada por 60 empresas agroindustriales, para la recolección de datos se aplicó la técnica de la encuesta y su instrumento, el cuestionario; además se realizó una entrevista a al Gerente Comercial de la empresa utilizando como instrumento la guía de entrevista. Los resultados estadísticos fueron positivos con una correlación de Pearson que obtuvo el 0,714 con un nivel de significancia de p valor de 0,000 que es menor a 0,05, por tanto, se rechaza la hipótesis nula (Ho) y se acepta la hipótesis alterna (Ha), es decir la relación entre las estrategias del marketing mix y la fidelización en los clientes de la empresa CISAR S.A.C., Trujillo, 2022, es positiva. Se concluye que la relación entre las variables de estudio es positiva considerable.
ABSTRACT The main purpose of this research was to determine the relationship between marketing mix strategies and customer loyalty in the company CISAR S.A.C., Trujillo, 2022. The research has a mixed approach, of descriptive-correlational scope, applied type, with a non-experimental, cross-sectional design; meanwhile, the population consisted of 60 agro-industrial companies, for data collection the survey technique was applied and its instrument, the questionnaire; in addition, an interview was conducted with the Commercial Manager of the company using the interview guide as an instrument. The statistical results were positive with a Pearson correlation that obtained 0.714 with a significance level of p value of 0.000 which is less than 0.05, therefore, the null hypothesis (Ho) is rejected and the alternative hypothesis (Ha) is accepted, i.e. the relationship between marketing mix strategies and customer loyalty of the company CISAR S.A.C., Trujillo, 2022, is positive. It is concluded that the relationship between the study variables is significantly positive.
ABSTRACT The main purpose of this research was to determine the relationship between marketing mix strategies and customer loyalty in the company CISAR S.A.C., Trujillo, 2022. The research has a mixed approach, of descriptive-correlational scope, applied type, with a non-experimental, cross-sectional design; meanwhile, the population consisted of 60 agro-industrial companies, for data collection the survey technique was applied and its instrument, the questionnaire; in addition, an interview was conducted with the Commercial Manager of the company using the interview guide as an instrument. The statistical results were positive with a Pearson correlation that obtained 0.714 with a significance level of p value of 0.000 which is less than 0.05, therefore, the null hypothesis (Ho) is rejected and the alternative hypothesis (Ha) is accepted, i.e. the relationship between marketing mix strategies and customer loyalty of the company CISAR S.A.C., Trujillo, 2022, is positive. It is concluded that the relationship between the study variables is significantly positive.
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Keywords
Marketing, Fidelización de clientes, Estrategia de marketing