El marketing relacional y la fidelización de los clientes de la empresa de helados Ivonndy Ice Cream del Cantón Salcedo.

ABSTRACT: The objective of this research work is to determine the influence of relationship marketing on customer loyalty of the ice cream company Ivonndy Ice Cream in Canton Salcedo. For the development of this research, the hypothetical-deductive method was applied, in which It started from a hypothesis and during the research the proposed hypothesis was verified; This work has two types of research, which are descriptive and field research with a nonexperimental design, which allowed us to obtain relevant information. Likewise, for the development of this work, the survey technique was used, which was applied to the external clients of the company. company obtaining direct and truthful information. Regarding the hypothesis, it was verified using the chi-square test, through the application of the SPSS statistical program, in which the influence of the study variables was determined, the independent variable being relationship marketing and the dependent variable customer loyalty, consequently, a bilateral asymptotic significance level of 0.001 was obtained, with a lower result of 0.05, so that the null hypothesis is rejected and the alternative hypothesis proposed is accepted. Based on the results obtained, it is emphasized that the ice cream company Ivonndy Ice Cream needs strategies that allow it to maintain its customers for the long term, achieving their loyalty, satisfying all their needs, and thus achieving better profitability, therefore, a proposal was proposed with several relationship marketing strategies that help improve and strengthen customer loyalty.

• Main Author: Pastuña Pilapanta, Joselyn Lissbeth (author)
• Format: bachelorThesis
• Language: spa
• Published: 2024
• Subjects: Marketing relacional; fidelización de cliente; estrategias; satisfacción
• Online Access: http://dspace.unach.edu.ec/handle/51000/12436