Bibliographic citations
Villarreal, Y., Mendez, S. (2021). El marketing relacional en la fidelización de los clientes de Caja Piura de la agencia La Hermelinda - Trujillo en el año 2020 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/27804
Villarreal, Y., Mendez, S. El marketing relacional en la fidelización de los clientes de Caja Piura de la agencia La Hermelinda - Trujillo en el año 2020 [Tesis]. PE: Universidad Privada del Norte; 2021. https://hdl.handle.net/11537/27804
@misc{sunedu/3038719,
title = "El marketing relacional en la fidelización de los clientes de Caja Piura de la agencia La Hermelinda - Trujillo en el año 2020",
author = "Mendez Venegas, Saira Cristina",
publisher = "Universidad Privada del Norte",
year = "2021"
}
The thesis entitled "RELATIONAL MARKETING IN THE LOYALTY OF THE CUSTOMERS OF CAJA PIURA OF LA HERMELINDA AGENCY - TRUJILLO IN THE YEAR 2020" has been carried out with the objective of determining if relationship marketing is associated with customer loyalty. Caja Piura customers The research is non-experimental, cross-sectional, descriptive, correlational, since it is focused on analyzing the relationship between our variables (loyalty and relationship marketing) in Caja Piura. Only a sample of respondents will be drawn from the target population and information will be obtained from that sample only once. (Hernández et al., 2010). Likewise, “transversal, due to the fact that the data is collected at a certain moment (Hernández et al., 2010). For data collection, the survey was developed with 18 closed questions, in response alternatives on the likert scale, which was applied to a sample of 189 clients of the Trujillo de la Caja Piura agency, in order to to investigate their relationships, preferences and satisfaction about the application of relationship marketing tools. The data were processed in an automated way using Excel statistical package, therefore the results will be illustrated by simple entry statistical tables according to the objectives proposed in the research. To contract the hypothesis, the Student's test was applied using a significance level of 5%, precision of error of 7%, confidence of 95% and a Pearson of 0.3978, in which it is accepted that if there is a relationship between marketing relationship and loyalty of customers who purchased a product or service at Caja Piura at the Trujillo city agency. The employees of Caja Piura report in a clear and timely manner, according to the survey applied to customers, 1.6% of customers totally disagree, 2.1% of customers partially disagree, 4.2% of customers are indifferent, 50.3% of clients partially agree, and 41.8% of clients fully agree Clients are satisfied with the information of the promotions launched by Caja Piura by the media. 2.1% of clients totally disagree, 0.5% of clients partially disagree, 9.0% of clients are indifferent, 60.8% of customers partially agree, and 27.5% of customers fully agree.
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