Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima

Abstract

The purpose of this research was to determine the relationship that exists between relationship marketing and customer loyalty of cineplanet and cinemark, Lima 2021. The research methodology under a quantitative approach corresponds to a non-experimental and cross-sectional design, correlational study, to determine the relationship of the variables. There was a sample of 300 clients from a population of 1,345 through non-probabilistic convenience sampling. Survey technique was used to administer the questionnaires. The result was that there is a correlation between relationship marketing and customer loyalty (r=0.807; p=0.000), demonstrating that relationship practices promote and favor customer retention in the service. Likewise, loyalty is also correlated with the dimensions of relationship marketing, with commitment being the most significant (r=0.763; p=0.000), favoring the success of future relationships. It is concluded that applying relationship marketing strategies can increase loyalty levels.