Marketing relacional: fidelización de los clientes en tiendas mayoristas. Parroquia Eloy Alfaro-Manta.

Abstract

The purpose of this research is to analyze the extent to which relationship marketing influences customer loyalty in wholesale stores located in the Eloy Alfaro parish, Manta city. A qualitative–quantitative approach was applied, through theoretical review and a structured survey administered to a sample of 374 customers, using a 5-point Likert scale to measure indicators such as communication, personalized attention, fulfillment of promises, and loyalty. The data were processed using SPSS version 27, applying the Spearman correlation coefficient, which yielded a range between 0.931 and 0.986, indicating a very strong positive relationship between the variables. The findings show that the implementation of effective relational strategies strengthens the emotional bond between the customer and the business, encouraging repeat purchases, recommendations, and consumer retention. This represents a significant competitive advantage in the local wholesale trade sector.