Impacto del marketing en la fidelización de clientes en hoteles tres estrellas en el centro de Trujillo
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Date
2023
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Universidad Nacional de Trujillo
Abstract
La investigación tuvo como propósito determinar el impacto del marketing de servicios en la fidelización de clientes en el hotel Casa Andina tres estrellas en Trujillo, 2022. Estudio de tipo aplicado con diseño es no experimental, transversal, explicativo; con una población de 16,200 clientes anuales según la información de la empresa, lo cual dio una muestra de 376 clientes; se usó como instrumentos un cuestionario. Los resultados se procesaron con la estadística descriptiva e inferencial, usando el programa Excel 2019 y el paquete estadístico SPSS, para identificar el impacto existente entre las variables objeto de estudio. Finalmente se concluyó 1. Las estrategias de marketing servicios tienen un impacto negativo con la fidelización de clientes en el hotel Casa Andina, debido a que el valor del coeficiente de Chi cuadrado es de 0.047 y el valor de Sig. es menor a 0.05., se aprueba la hipótesis nula y se rechaza la hipótesis alternativa.
The purpose of the research was to determine the impact of service marketing on customer loyalty at the three-star Casa Andina hotel in Trujillo, 2022. Applied type study with a non-experimental, cross-sectional, explanatory design; with a population of 16,200 annual clients according to the information of the company, which gave a sample of 376 clients; a questionnaire was used as instruments. The results were processed with descriptive and inferential statistics, using the Excel 2019 program and the SPSS statistical package, to identify the existing impact between the variables under study. Finally, 1 was concluded. Service marketing strategies have a negative impact on customer loyalty at the Casa Andina hotel, because the value of the Chi-square coefficient is 0.047 and the value of Sig. is less than 0.05., The null hypothesis is approved and the alternative hypothesis is rejected.
The purpose of the research was to determine the impact of service marketing on customer loyalty at the three-star Casa Andina hotel in Trujillo, 2022. Applied type study with a non-experimental, cross-sectional, explanatory design; with a population of 16,200 annual clients according to the information of the company, which gave a sample of 376 clients; a questionnaire was used as instruments. The results were processed with descriptive and inferential statistics, using the Excel 2019 program and the SPSS statistical package, to identify the existing impact between the variables under study. Finally, 1 was concluded. Service marketing strategies have a negative impact on customer loyalty at the Casa Andina hotel, because the value of the Chi-square coefficient is 0.047 and the value of Sig. is less than 0.05., The null hypothesis is approved and the alternative hypothesis is rejected.
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Keywords
Marketing de servicios, Fidelización, Clientes