Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima

Cristhian Alva Guarniz, Emili Flores Ramos and Jhosselyn Raymundo

SCT Proceedings in Interdisciplinary Insights and Innovations, 2024, vol. 2, 10.56294/piii2024219

Abstract: 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.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:dbk:procee:v:2:y:2024:i::p:1056294piii2024219:id:1056294piii2024219

Access Statistics for this article

More articles in SCT Proceedings in Interdisciplinary Insights and Innovations from AG Editor (Argentina)
Bibliographic data for series maintained by Javier Gonzalez-Argote ().