Relationship marketing and its impact on customer purchase motivation in a Retail Store, Puente Piedra 2022 (#180)

Authors

Goñi-Ramírez, Iris Liz

Abstract

Abstract– The objective of this research was to determine the impact of relationship marketing on purchase motivation (and its dimensions: purchase need, purchase motive, purchase desire, and purchase decision) in customers of a retail store, Puente Piedra 2022. The methodology had a quantitative approach, applied type, explanatory and descriptive level, non-experimental and cross-sectional design. The population consisted of the company's customers (infinite). The study sample consisted of 384 of the company's customers. The technique applied was the survey. The instrument consisted of 22 items. It was concluded that relationship marketing has a significant influence on customer purchase motivation in a retail store, Puente Piedra 2022 (sig.=0.000; r²=0.5670) as well as on its dimensions purchase need, purchase motive, purchase desire, and purchase decision (sig.=0.000, r²=0.5227; sig.=0.000, r²=0.0949; sig.=0.000, r²=0.4160; sig.=0.000, r²=0.2533) respectively. Finally, a background discussion and final conclusions were drawn.