Impact of relationship marketing on customer loyalty in the Peruvian sports fitness sector (#1640)

Authors

Eusebio Benites, Yhuseinn Esthefano

Sosa Malqui, Angie Massiel

Lazaro-Acero, Heli Modesto

Suxe Ramírez, María Alicia

Abstract

The objective of this research was to determine the influence of relationship marketing on customer loyalty in a gymnasium in Chimbote. A quantitative, correlational-causal approach was used, with a non-experimental and cross-sectional design, applying a survey to 100 clients. The results showed a very low positive correlation between relationship marketing and customer loyalty of 0.131, as well as between information management of 0.110 and communication of 0.112. The dimension of recovery of dissatisfied customers presented a moderate negative correlation of -0.051. It is concluded that improvements in marketing strategy are required to increase customer loyalty in the sports fitness sector.