Bibliographic citations
Bazán, D., Guevara, L. (2019). El marketing relacional y la fidelización del cliente en la empresa “Cinemark” de la ciudad de Cajamarca en el año 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/22034
Bazán, D., Guevara, L. El marketing relacional y la fidelización del cliente en la empresa “Cinemark” de la ciudad de Cajamarca en el año 2018 [Tesis]. PE: Universidad Privada del Norte; 2019. https://hdl.handle.net/11537/22034
@misc{renati/443614,
title = "El marketing relacional y la fidelización del cliente en la empresa “Cinemark” de la ciudad de Cajamarca en el año 2018",
author = "Guevara Villegas, Lesli Ibet",
publisher = "Universidad Privada del Norte",
year = "2019"
}
ABSTRACT The present investigation studied the relationship between the variables Relational Marketing and Loyalty of Clients of the company Cinemark in the city of Cajamarca in 2018. In the theoretical context some antecedents at an international and national level are presented, as well as theoretical bases related to Relationship Marketing and Customer Loyalty. This study had as a research problem What is the relationship between relationship marketing and customer loyalty in the company Cinemark, in the city of Cajamarca in 2018? and as a general objective to determine the relationship between relationship marketing and customer loyalty of the Cinemark company in the city of Cajamarca in 2018. A non-experimental - Transversal: Exploratory / Descriptive / Correlational study was conducted at the Cinemark company in the city of Cajamarca, studying a sample of 378 external clients. It was established as a hypothesis that there is a direct relationship between the Relational Marketing and Customer Loyalty, and the hypothesis test was performed by Pearson obtaining a correlation coefficient of 0. 0.996, which indicates that 99.6% of the data are highly correlated, is say, the attraction between both variables is very strong positive Key words: Relationship Marketing, Customer Loyalty. KEYWORDS: Relationship Marketing, Customer Loyalty.
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