Marketing relacional y su incidencia en la satisfacción de clientes en las veterinarias de Manta.

Abstract

The research aims to determine how Relationship Marketing impacts customer satisfaction in veterinary clinics in Manta. Using a qualitative-quantitative approach, deductive and inductive methods, and field, exploratory, descriptive, correlational, and documentary typologies, a survey was used as a data collection tool. The survey consisted of 20 Likert scale questions and was administered to a sample of 380 people randomly selected from households with pets in the canton of Manta. Interviews were also conducted with veterinary clinic managers to compare the survey data. Using SPSS statistical software, the reliability of the survey was validated at 0.941 using Cronbach's alpha, and the hypotheses were also validated. The Spearman Rho coefficient showed that Relationship Marketing does indeed impact customer satisfaction.