Bibliographic citations
Coronel, E., Gonzales, H. (2023). Relación entre el marketing one-to-one y la recomendación de los consumidores del sector comercio de la ciudad Tarapoto, 2021 [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/5748
Coronel, E., Gonzales, H. Relación entre el marketing one-to-one y la recomendación de los consumidores del sector comercio de la ciudad Tarapoto, 2021 []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2023. http://hdl.handle.net/11458/5748
@misc{renati/1054863,
title = "Relación entre el marketing one-to-one y la recomendación de los consumidores del sector comercio de la ciudad Tarapoto, 2021",
author = "Gonzales Tineo, Heiner",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2023"
}
The general objective of the research was to determine the relationship between one-to-one marketing and the recommendation of consumers in the commerce sector of the city of Tarapoto, 2021. It was an applied study; the research design was non-experimental. Likewise, the research had a study sample of 384 clients of the companies in the commerce sector of the city of Tarapoto, which were used as data collection surveys for both variables, that were applied to what the sample stipulates. The following conclusion was reached: the general objective, which had an "r" value of 0.782, accepts the research hypothesis: One-to-one marketing is significantly related to the recommendation of consumers in the commerce sector of the city Tarapoto, 2021. In reference to the result obtained in specific objective one, it is concluded that there is a relationship between customer identification and consumer recommendation; therefore, the hypothesis is accepted. The result obtained in specific objective two shows a positive and high relationship between the identification of the need and the recommendation of consumers in the commerce sector; consequently, the hypothesis is accepted. The result obtained in specific objective three shows that the interaction with the client and the recommendation have a positive and high relationship, therefore, the research hypothesis is accepted. Finally, with specific objective four, the highest correlation value was obtained, showing that product customization is directly and positively related to consumer recommendation in the commerce sector in the city of Tarapoto, 2021.
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