Bibliographic citations
Torres, V., (2024). Calidad de servicio y lealtad de marca en los clientes de una empresa comercializadora de vehículos, ubicada en el departamento de San Martin, 2021 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/37770
Torres, V., Calidad de servicio y lealtad de marca en los clientes de una empresa comercializadora de vehículos, ubicada en el departamento de San Martin, 2021 [Tesis]. PE: Universidad Privada del Norte; 2024. https://hdl.handle.net/11537/37770
@mastersthesis{renati/1677529,
title = "Calidad de servicio y lealtad de marca en los clientes de una empresa comercializadora de vehículos, ubicada en el departamento de San Martin, 2021",
author = "Torres Goicochea, Victor Omar",
publisher = "Universidad Privada del Norte",
year = "2024"
}
The objective of this research was to determine the relationship between service quality and brand loyalty in the customers of a vehicle commercialization company, department of San Martin, 2021. Type of applied research, the research methods used were hypothetical-deductive, non-experimental, cross-sectional correlational design. The population consisted of 674 customers, who come from the main cities of the department of San Martin, where the sample was composed of 245 customers, i.e. the non-probabilistic sampling technique was applied. The survey technique was used and for data collection two questionnaires were prepared to evaluate the variables to be contrasted. As a result, it was determined that, from the customers' perception, the vehicle marketing company presents a high level with a value of 87.3% and the customers showed high brand loyalty with a value of 93.1% towards the company. Likewise, a significant relationship was concluded between service quality and brand loyalty based on a Rho = 0.737 and the p value of p=0.000<0.005, indicating that there is a high positive correlation, reflecting an improved quality of service since the market is highly competitive and therefore the brand loyalty of the customers is based on the established products offered by the automotive company in the department of San Martin.
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