Marketing relacional y su incidencia en la decisión de compra de vehículos, concesionaria MORACOSTA, Manta.

Abstract

The purpose of this research is to determine how Relationship Marketing affects the Decision of Vehicle Customers at the Moracosta Concessionaire, Manta, through a quantitative approach, which collected theoretical and relevant information, applying a survey established for convenience. directed to a group of 50 clients of this commercial entity, based on a 5-point Likert scale on the indicators of relationship marketing and purchase decision. These collected data were analyzed using the SPSS version-21 program, using correlation coefficients such as Kendall and Spearman, obtaining an approximate range of 0.750 -0.865, determining that there is a high positive relationship respectively in the variables in question. Relationship marketing has a significant impact on the purchase decision, since, by creating deep and genuine links, the dealership achieves greater brand recognition and a lasting connection with customers, increasing the probability of future urchases.