Abstract
The main objective of the study is to determine the level of dependence between relationship marketing and the level of customer loyalty to the brand. The study was conducted through a quantitative approach using the CAWI method. Relationships were determined by several factors. The loyalty factors are: Differentiation, Personalization, Satisfaction, Loyalty, usually. The relationship marketing indicators are: Trust, Commitment, Customer Satisfaction, Intention to renew the relationship. The survey results were processed using statistical methods. In particular, internal consistency checks performed on the questionnaire with questions to use Cronbach’s alpha. The use of such criteria allows to draw conclusions about the high level of consistency. The coefficient of determination was used for statistical verification of dependence. The results of the calculations confirmed a high level of dependence. Dependence was also confirmed by calculating p-values with a high level of probability. Conclusions were drawn according to the results of the empirical investigation.
Highlights
Abtin and Pouramiri (2016) mentions that today many of the companies focus on marketing efficiency, when what they could do is to change the direction towards relationship marketing so that they can establish and effective customer relationship management
Relationship marketing generates a positive impact on customer loyalty (p < 0.05) of the main shopping malls in the city of Huancayo – Peru, Vieites Rodriguez (2012) states that the various tools used as the after sales service, reward system, customization with the customer and added value in customers that aims to interact, create an experience and better meet the needs, in this way are directly related to customer loyalty
Relationship marketing generates a positive impact on customer loyalty in the shopping malls Centro Comercial Constitución and Astoria Plaza de Huancayo, it has been determined that there is a positive influence of 0.000 between relationship marketing and customer loyalty, these results are due to the fact that both shopping malls have stated according to the questionnaire that trust, commitment, customer satisfaction, the intention to renew the relationship will allow customers or consumers to feel that there is a bond that unites them with the malls and that they are loyal because of the strategies that were used
Summary
Abtin and Pouramiri (2016) mentions that today many of the companies focus on marketing efficiency, when what they could do is to change the direction towards relationship marketing so that they can establish and effective customer relationship management. Niño de Guzmán (2014) considers that in today’s global economy what predominates are services and in a way that is increasing, companies consider that it is appropriate to raise strategies in relationship marketing to be focused in this context. Relationship marketing is one of the most essential tools for there to be adequate competition, because customer one to be identified individually that there is a specialized and personalized attention, the organization most be constantly communicating about any innovation or differentiating factor of your preferred brand, classically marketing has been very focused on the transactional, so that its sole and important purpose was to obtain customers and to build customer loyalty to make the sale and get to form a positive bond between the company and the customer. Customers loyalty is an important factor in any organization; because gaining new customer is more expensive than keeping them, it is estimated that in 25% of the retail sector lose their customers every year, but that a small group of loyal customers increased the company’s profits by more than 25%, Magatef and Tomalieh (2015)
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