Marketing Relacional: Incidencia en la fidelización de clientes de restaurantes en Crucita del cantón Portoviejo.

Abstract

Relationship marketing, used in restaurants, becomes a strategic mechanism that owners apply to increase consumer loyalty and ensure their success. The present research aims to analyze how relational marketing influences customer loyalty in restaurants in Crucita, Portoviejo cantón. A quantitative approach was used, using inductive, descriptive, experimental, and bibliographic methods, which were essential for gathering the information necessary for this study. To achieve this, 30 restaurant owners were selected through non-probability convenience sampling, and a Likert-based instrument was administered to them. The results demonstrated that CRM relationship management influences loyalty with a coefficient of 0.826.