Citas bibligráficas
Ruiz, K., Trujillo, L. (2023). El marketing relacional y la satisfacción del consumidor de la empresa Licoteca XO Trujillo año 2021 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/11059
Ruiz, K., Trujillo, L. El marketing relacional y la satisfacción del consumidor de la empresa Licoteca XO Trujillo año 2021 [Tesis]. PE: Universidad Privada Antenor Orrego; 2023. https://hdl.handle.net/20.500.12759/11059
@misc{renati/371967,
title = "El marketing relacional y la satisfacción del consumidor de la empresa Licoteca XO Trujillo año 2021",
author = "Trujillo Cabanillas, Lishla Margarita",
publisher = "Universidad Privada Antenor Orrego",
year = "2023"
}
The objective of this research work was to determine the influence of relational marketing on consumer satisfaction of the company Licoteca XO, Trujillo year 2021. The research methodology is a quantitative approach, non-experimental design, basic type, correlational descriptive level, and cross section. The population consisted of 56 people (28 collaborators and 28 clients) to collect the information, the technique was handled by surveys and two questionnaires were used as instruments, the first consisted of 26 items and the second consisted of 15 items, both with evaluations type Likert scale. After carrying out the field work, the data obtained was tabulated by means of the statistical software SPSS version 26, examining and demonstrating the results obtained, which are presented in detail in the investigation. It was concluded by means of the Chi Square test (X2c=33.505 > X2t=9.4877) through the SPSS program was 33.505; that there is a direct influence between relational marketing and consumer satisfaction. Likewise, the significance value obtained turned out to be 0; therefore, from these results it is concluded that there is a significant influence at 5% between relationship marketing and consumer satisfaction in the company Licoteca XO Trujillo year 2021.
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