Citas bibligráficas
Alvarado, H., Ramirez, L. (2023). Marketing uno a uno y su relación con el nivel de recomendación de los consumidores sobre los negocios de venta de ropa en Tarapoto 2021 [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/5504
Alvarado, H., Ramirez, L. Marketing uno a uno y su relación con el nivel de recomendación de los consumidores sobre los negocios de venta de ropa en Tarapoto 2021 []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2023. http://hdl.handle.net/11458/5504
@misc{renati/1053842,
title = "Marketing uno a uno y su relación con el nivel de recomendación de los consumidores sobre los negocios de venta de ropa en Tarapoto 2021",
author = "Ramirez Ramirez, Luis Piero",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2023"
}
In the study project entitled "One to one marketing and its relationship with the level of recommendation of consumers on clothing sales businesses in Tarapoto 2021"; certain difficulties have been detected at the time of attending to a strategic management in terms of one to one marketing to strengthen the degree of loyalty of consumers to the clothing brands offered, since traders focus on import and price, only. Thus, the general objective was: To determine the way in which one-to-one marketing is related to the level of consumers' recommendation of clothing sales businesses in Tarapoto 2021. In order to achieve the objectives, a non-experimental, correlational, cross-sectional, applied design was used; the sample consisted of 382 consumers of clothing stores in Tarapoto. The results showed that one-to-one marketing was deficient in 53.9%; the level of consumer recommendation was low in 62.0%, it was observed that the personalization of customer service is the dimension with the highest relationship with the level of consumer recommendation, obtaining a p.value of less than 5% and an r= 0.660. In addition, the variables one-to-one marketing and the level of recommendation also presented a p.value equal to 0.000 and an r= 0.663. It is concluded that the one-to-one marketing variable is positively and significantly related to the level of consumer recommendation, therefore, personalization can generate a more rewarding shopping experience, strengthen the emotional bond between the customer and the brand, and foster long-term loyalty, which will ultimately translate into increased sales and overall business success.
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