Bibliographic citations
Francia, S., (2020). Relación de la acción de promoción de venta y la fidelización en los clientes de las entidades bancarias, de distritos del NSE B [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654068
Francia, S., Relación de la acción de promoción de venta y la fidelización en los clientes de las entidades bancarias, de distritos del NSE B [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654068
@misc{renati/393292,
title = "Relación de la acción de promoción de venta y la fidelización en los clientes de las entidades bancarias, de distritos del NSE B",
author = "Francia Puga, Sebastian Andres",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The purpose of this work is to determine the relationship between sales promotion actions, delving into the mileage points accumulation program and its relationship with customer loyalty of banking entities in Metropolitan Lima. Due to its characteristics, the research is correlational, with a non-experimental design and a mixed approach. For its corroboration, two types of research were established: qualitative and quantitative. That is why a qualitative study was essentially based on the realization of two focus groups, ranging from 25 to 35 years. In addition, interviews were conducted with 2 experts from the banking and finance sector who are proficient in the use of mileage accrual. On the other hand, the quantitative was conducted via an online survey with a sample of 247 people. Finally, the results obtained determined that there is a relationship between the accumulation of miles points and the loyalty of customers through the use of a credit card, showing a moderate positive degree of correlation, that is, it exists, but not fully consolidated. For this, the Pearson statistic was used in the IBM SPSS program. In addition, implications and recommendations for management are included, mentioning future research.
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