Bibliographic citations
Bulnes, M., (2020). Fidelización y satisfacción desde la perspectiva de clientes top de una empresa de consumo masivo en la ciudad de Trujillo, 2020 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/24708
Bulnes, M., Fidelización y satisfacción desde la perspectiva de clientes top de una empresa de consumo masivo en la ciudad de Trujillo, 2020 [Tesis]. PE: Universidad Privada del Norte; 2020. https://hdl.handle.net/11537/24708
@mastersthesis{renati/525160,
title = "Fidelización y satisfacción desde la perspectiva de clientes top de una empresa de consumo masivo en la ciudad de Trujillo, 2020",
author = "Bulnes Quispe, Marcio Jahir",
publisher = "Universidad Privada del Norte",
year = "2020"
}
This research was carried out with the main objective of determining the relationship between customer loyalty and customer satisfaction in a mass consumption company in the city of Trujillo, in order to contribute to the improvement of actions as part of a program of loyalty that such company has been running and serve as a benchmark for companies immersed in the sector. To meet the stated objective, applied, non-experimental, cross-sectional research was carried out; the population under study was made up of 150 retail stores in the modalities of classic warehouses, high traffic warehouses and minimarkets; classified by the consumer company as Top clients in the city of Trujillo, to which a survey was applied to a sample of 80 owners of the aforementioned retail businesses. To collect the data, two structured questionnaires were used. To measure the loyalty variable, a questionnaire based on five dimensions proposed by Juan Carlos Alcaide was designed, which he calls “clover petals of loyalty” and to measure satisfaction. The ServQual model was used, since it evaluated the services provided to the target audience; For the selection of the elements, simple random probability sampling was taken into account. The conclusions reached were the following: It is evident that the loyalty and satisfaction variables are independent, demonstrated by the kendall tau-b correlation test; Likewise, in general, top customers have a good perception of loyalty actions, as well as being satisfied with the services offered by the company; Finally, although both study variables are not related to each other, there is a moderate relationship between the dimension “incentives and privileges“ with the variable Satisfaction, as well as between the dimension “Empathy“ and the variable Loyalty.
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