Marketing de producto y su incidencia en la fidelización de clientes: emprendimiento JD PRINT, Manta.

Abstract

The purpose of this research is to determine how product marketing affects customer loyalty in the JD Print enterprise in Manta. Through a quantitative approach, the collection of theoretical information on background and related topics of this research was carried out. Subsequently, surveys were conducted to a sample of 169 people who make up the database of customers of the venture, the questions developed using the Likert scale were developed to gather information on issues related to the variables that make up the product marketing and customer loyalty. The data analysis was carried out through the IBM SPPS version-25 system, making use of the Rho Spearman coefficient where approximate results were obtained between 0.780 - 0.990, which indicates a highly positive relationship between product marketing and customer loyalty in the JD Print enterprise.