Relationship Marketing and customer loyalty in the company Saga Falabella S.A. Cusco

Silvia Aydee Huittoccollo Huirse and Julio Cesar Abarca Panique

SCT Proceedings in Interdisciplinary Insights and Innovations, 2024, vol. 2, 10.56294/piii2024206

Abstract: The objective of this research article was to determine the relationship between relationship marketing and customer loyalty in the company Saga Falabella S.A, Cusco, 2022. The methodology used corresponded to a type of quantitative research, whose approach was correlational, from Non-experimental and cross -sectional design, with 350 clients of the company as participants, which has a branch in the city of Cusco. As a data collection instrument, the survey was used, where its characteristics were described within the article, in its entirety two questionnaires corresponding to relationship marketing and customer loyalty. When executing the questionnaires, it was concluded that the existence of a moderate significant relationship with a sig is prolonged. 0.000 and a Pearson's r of 0.68, thus understanding that as long as correct relationship marketing is handled, customer loyalty will also be achieved. Translating this context to the company, it is understood that as long as the correct marketing strategies are executed and they maintain a constant relationship with it, the company will gain a loyal customer. Its function is to identify what the client calls attention to.

Date: 2024
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