Relationship marketing as an innovative strategy for customer loyalty in customized arrangements companies

Abstract

Over the years, the use of relationship marketing has been linked to customer loyalty so that companies can reach their customers in an innovative and effective way; knowing first the market, their customers and the products or services they offer. Likewise, achieving a great customer-company bond, for this reason the main objective of the research is to determine if there is a significant relationship between relationship marketing with the process of customer loyalty in custom arrangements companies, the study has a quantitative design, cross-sectional and correlational type, a survey was developed to 380 people with probabilistic sampling, the population was defined for men and women in Lima, the capital of Peru, The dimensions recognized were customer retention, communication, endomarketing, customer experience, information and internal marketing. The results showed that the location of these companies is of utmost importance for customers, and that customers in this area are very demanding in their requirements; on the other hand, a large percentage agreed with the services offered in these businesses since a good relationship is established between customers and employees. Finally, customers indicated that there is post-purchase follow-up and that the company has well-trained workers. In conclusion, it was obtained that most of the customers like to buy in this type of personalized arrangements stores and that they like to receive advice, the statistical inference tests also conclude that there is a significant relationship between relationship marketing and customer loyalty, thus verifying the hypothesis raised in the research.