Bibliographic citations
Chong, M., (2024). Estrategias de Marketing Relacional y su influencia en la Fidelización de Clientes en las Florerías, Tarapoto año 2022 [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/5985
Chong, M., Estrategias de Marketing Relacional y su influencia en la Fidelización de Clientes en las Florerías, Tarapoto año 2022 []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2024. http://hdl.handle.net/11458/5985
@misc{renati/1054509,
title = "Estrategias de Marketing Relacional y su influencia en la Fidelización de Clientes en las Florerías, Tarapoto año 2022",
author = "Chong Cordova, Melisa",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2024"
}
Relationship Marketing Strategies and their influence on Customer Loyalty in Florists, Tarapoto year 2022” The objective of the research is to determine the influence of relationship marketing strategies on customer loyalty in flower shops in Tarapoto in the year 2022. It was of an applied study and had a correlational level with a non-experimental design, where the data collection instrument was applied to 384 customers of flower shops in the city of Tarapoto. In addition, a descriptive analysis was performed to measure the behavior of the variables and dimensions and an inferential analysis to determine the influence of the variables and dimensions. The main result shows that the correlation value between the study variables is 0.848, which indicates that there is a significant influence between relationship marketing strategies and customer loyalty, as well as an influence of 72% according to the results of the R2, therefore, the general hypothesis is accepted. As the main conclusion of the behavior of the relationship marketing strategies variable, it was observed that 54% of the results of the clients stated that it is at a deficient level, while 33% responded that it is at a regular level and only 13% mentioned that the strategies are at an efficient level. Likewise, the results of specific objective 2 showed that the customer loyalty variable is at a low level with 54%, with 32% presenting a regular level and only 14% mentioning that customer loyalty is high.
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