El marketing relacional y su incidencia en la fidelización de los clientes de Dipaso, Manta.

Abstract

The current study aims to identify how relationship marketing affects customer loyalty of Dipaso located in the city of Manta. Implementing a non-experimental research design with a quantitative orientation, a method in a correlational range, using a structured survey with a 5-point Likert scale, to check customer opinions in more detail, using the IBM SPSS tool to obtain accurate information for this study, obtaining as a result a Cronbach's Alpha of 0.955, indicating that there is high reliability and security of the measurement instruments used in this study. The results show the importance of relationship marketing strategies for customer loyalty. The analysis shows that loyalty has a positive impact on consumer perception, providing competitive advantages in the commercial industry.