Relationship Marketing Strategy for Customer Loyalty. Case: MIDAS Chiclayo

Abstract

The present investigation entitled "Relationship Marketing Strategy for Customer Loyalty at Midas Solutions Center Chiclayo", had the general objective of applying Relationship Marketing strategies for customer loyalty at Midas Solutions Center Chiclayo. For this, a descriptive investigation was carried out with a pre-experimental design where there is only one study sample, since the dependent variable was analyzed as a problem, describing it and generating an attempt to improve from the independent variable, based on this. The design was used as the primary data collection technique, the survey with its respective instrument, to which a Likert scale questionnaire was applied, addressed to a sample of 59 Midas Solutions Center clients, which after their respective analysis could be determined that customer loyalty is determined as inadequate by 57%, so it was proposed to apply strategies based on relationship marketing trying to generate contact with the customer through the development of the stages, which allows it to develop as it is established in each activity. Finally, it is concluded that the relational marketing strategy with customer loyalty is high, since the correlation coefficient yielded 59.3%. This indicator shows that when you improve relationship marketing strategies, it will have a direct impact on customer loyalty.