Bibliographic citations
Ugarte, A., Bermúdez, M. (2021). Branding y la fidelización del cliente de la Empresa Lazos Supermercados del distrito de Sicuani de la provincia de Canchis, Cusco 2019 [Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/4004
Ugarte, A., Bermúdez, M. Branding y la fidelización del cliente de la Empresa Lazos Supermercados del distrito de Sicuani de la provincia de Canchis, Cusco 2019 []. PE: Universidad Andina del Cusco; 2021. https://hdl.handle.net/20.500.12557/4004
@misc{renati/957044,
title = "Branding y la fidelización del cliente de la Empresa Lazos Supermercados del distrito de Sicuani de la provincia de Canchis, Cusco 2019",
author = "Bermúdez Ynquilla, Miguel Angel",
publisher = "Universidad Andina del Cusco",
year = "2021"
}
The main objective of this research is to determine the relationship between branding and customer loyalty in the company Lazos Supermercados of the Sicuani district of the Province of Canchis, Cusco 2019. The type of research is basic, with a quantitative approach, of nonexperimental design and correlational scope. The study population consisted of the recurring clients of the company Lazos, a sample of 160 clients was used. To collect information, the questionnaire was considered as an instrument and the survey technique was applied; To obtain the level of reliability, the SPSS statistical program was applied, where a value of 0.927 was obtained for the branding variable and 0.815 for the customer loyalty variable; which means that the measurements are stable and consistent. With the results obtained from the present investigation, it can be affirmed that branding is related to customer loyalty, where the degree of relationship through Spearman's correlation is 0.722. The customer information dimension is related to branding, where the degree of relationship using the Spearman correlation is 0.645. On the other hand, the Customer Experience dimension is related to branding, as evidenced by the Spearman correlation where its degree of relationship is 0.715. Finally, the dimension of loyalty programs is related to branding, where the degree of relationship using the Spearman correlation is 0.572.
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