RELATIONSHIP MARKETING: ITS IMPACT ON THE CUSTOMER LOYALTY OF THE TÍA MANTA COMMISSIONER

Abstract

Relationship marketing worldwide has become a fundamental strategy for companies that want to build and maintain solid relationships with their customers, applying different growth strategies, which can be the true path to success. This study exposes “how relationship marketing affects customer loyalty at the Tía Manta commissariat.” The research applied the deductive method, with a qualitative-quantitative approach, together with several investigative typologies. During the analysis, the relationships between the variables were evaluated and the reliability of the instrument was determined, using the "Cronbach's Alpha" coefficient (0.965), demonstrating high reliability, according to the measurement scale; the general hypothesis test demonstrated a positive correlation. perfect high, using the Spearman coefficient, with a bilateral significance of 0.000, rejecting the null hypothesis, accepting the alternative, concluding that relationship marketing does affect the customer loyalty of the Tía Manta commissariat.