Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima

• Alva Guarniz, Cristhian ^[1] ; Flores Ramos, Emili ^[1] ; Raymundo, Jhosselyn ^[1]
  1. [1] Universidad Peruana Unión

     Universidad Peruana Unión

     Perú

     
• Localización: SCT Proceedings in Interdisciplinary Insights and Innovations, ISSN-e 3008-9085, Vol. 2, Nº. 0, 2024 (Ejemplar dedicado a: SCT Proceedings in Interdisciplinary Insights and Innovations)
• Idioma: inglés
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• Resumen

  • The purpose of this research was to determine the relationship that exists between relationship marketing and customer loyalty of cineplanet and cinemark, Lima 2021. The research methodology under a quantitative approach corresponds to a non-experimental and cross-sectional design, correlational study, to determine the relationship of the variables. There was a sample of 300 clients from a population of 1,345 through non-probabilistic convenience sampling. Survey technique was used to administer the questionnaires. The result was that there is a correlation between relationship marketing and customer loyalty (r=0.807; p=0.000), demonstrating that relationship practices promote and favor customer retention in the service. Likewise, loyalty is also correlated with the dimensions of relationship marketing, with commitment being the most significant (r=0.763; p=0.000), favoring the success of future relationships. It is concluded that applying relationship marketing strategies can increase loyalty levels.