Citas bibligráficas
Yndigoyen, J., (2023). La satisfacción y la lealtad de marca entre los clientes ferreteros de la empresa Soprin S. A. C. – Lima – 2021 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/35148
Yndigoyen, J., La satisfacción y la lealtad de marca entre los clientes ferreteros de la empresa Soprin S. A. C. – Lima – 2021 [Tesis]. PE: Universidad Privada del Norte; 2023. https://hdl.handle.net/11537/35148
@mastersthesis{renati/1685909,
title = "La satisfacción y la lealtad de marca entre los clientes ferreteros de la empresa Soprin S. A. C. – Lima – 2021",
author = "Yndigoyen Zuñiga, Jerry Sebastian",
publisher = "Universidad Privada del Norte",
year = "2023"
}
This research seeks to determine the relationship between satisfaction and brand loyalty among hardware customers of the company SOPRIN SAC - Lima - 2021. This research is applied and quantitative focus, the level of research is non-experimental correlational cross-section. Data collection was through a survey, using as a collection technique a questionnaire consisting of 27 items measured with a Likert scale 1 to 5 divided into 2 parts: 14 items for the variable Satisfaction and 13 items for the variable loyalty, applied to a sample of 332 owners or managers of retail hardware stores according to the customer register of the company SOPRIN SAC. After data processing through the statistical software SPSS version 25, it was determined that there is a moderate and significant positive relationship between satisfaction and brand loyalty (r = 0.658 and sig = 0.000), in addition it was possible to determine the moderate and significant positive relationship between the perceived quality dimension with the loyalty variable (r = 0.544 and sig = 0.000), a moderate and significant positive relationship was found between the expectation dimension and the loyalty variable (r=0.481 and SIG= 0.000), finally, a moderate and significant positive relationship was found between the perceived value dimension and the loyalty variable (r=0.467 and r=0.000).
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