El marketing relacional y la fidelización de clientes en las instituciones de capacitación, Manta.

Abstract

This analysis examines the connection between relationship marketing and customer loyalty at training centers in the city of Manta. A mixed-method approach was used, with a field, documentary, and descriptive design. A Likert-type survey was administered to 383 people belonging to the economically active population. The credibility of the instrument was measured using Cronbach's alpha coefficient, obtaining a value of 0.954, which demonstrates strong internal consistency. The results obtained (9.40) show an excellent mutual correlation between relationship marketing and loyalty, highlighting the positive impact of different related variables such as service quality, incentives, differentiation, personal experiences, and communication. It is concluded that relationship marketing is a key factor in generating loyalty in the educational field, strengthening the bond between institution and student, and contributing to the operational sustainability and competitiveness of training institutions in Manta.