Marketing relacional y su incidencia en la fidelización de los clientes: compañía Premiumcar, Manta.

Abstract

Nowadays, relationship marketing has become a strategic pillar to build customer loyalty by promoting longlasting and trusting relationships between companies and customers. The purpose of this study is to determine how relationship marketing affects customer loyalty of the PremiumCar company in Manta. The research applied a mixed approach, collecting theoretical information on topics related to the research. Subsequently, surveys were conducted to a sample of 183 customers from the company's database, the questions were asked to gather information on issues related to the indicators that make up the relationship marketing and customer loyalty. The data analysis was carried out in the SPSS version-25 system, using the Spearman coefficient, the results obtained were approximately 0.841 - 0.986, which indicates a highly positive relationship between Relationship Marketing and customer loyalty of the PremiumCar company.