Bibliographic citations
Quiroz, S., Vidal, R. (2025). Marketing relacional y la fidelización de los clientes de la empresa Oleocentro Sarita, Trujillo, 2023 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/57773
Quiroz, S., Vidal, R. Marketing relacional y la fidelización de los clientes de la empresa Oleocentro Sarita, Trujillo, 2023 [Tesis]. PE: Universidad Privada Antenor Orrego; 2025. https://hdl.handle.net/20.500.12759/57773
@misc{renati/1668541,
title = "Marketing relacional y la fidelización de los clientes de la empresa Oleocentro Sarita, Trujillo, 2023",
author = "Vidal Gutiérrez, Rosa Nayeli",
publisher = "Universidad Privada Antenor Orrego",
year = "2025"
}
The objective of this research was to determine the relationship between relationship marketing and customer loyalty at Oleocentro Sarita in 2023. Although the company had the potential to implement relationship marketing and loyalty strategies, it lacked knowledge on how to apply them efficiently to maximize both customer acquisition and retention. The study, correlational in nature, employed a non-experimental and cross-sectional design, with a quantitative approach. The population included all of the company’s customers, with a sample of 100 participants who agreed to take part. Data collection was conducted through surveys using questionnaires as the instrument. The results showed a significant and direct relationship (Sig. < 0.05) between relationship marketing and customer loyalty, with a strong positive correlation (Spearman’s Rho = 0.798). It is recommended that the company implement strategies such as sending emails or messages through social media to inform customers about new products, promotions, or discounts. This type of integrated strategy could improve the perception of relationship marketing among the 30% of customers who currently rate it as average
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