Browsing by Author "Cando Chiluisa, Henry Joel"

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    Estrategias de marketing relacional aplicadas en el minimarket San Felipe y su incidencia en la fidelización de clientes
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-08-12) Cando Chiluisa, Henry Joel; Pilco Villa, Alex Fernando; Villa Andrade, Luisa Carolina
    The San Felipe minimarket operates in a competitive environment characterized by the presence of neighborhood stores, minimarkets, and an establishment belonging to a supermarket chain that offers similar products. Although the store applies strategies focused on customer service, interaction, and building trust, these are carried out empirically, without a formal relational marketing plan. The purpose of this project was to analyze the link between relational marketing strategies and the loyalty of regular customers. A quantitative approach with a descriptivecorrelational scope and a non-experimental cross-sectional design was employed. Thru a nonprobabilistic intentional sampling by criteria, a questionnaire was administered to 353 customers with previous purchase experience. The reliability of the instrument was evaluated using Cronbach's alpha, reaching a value of 0.937. The chi-square analysis yielded a value of 41.550, with one degree of freedom and a significance level below 0.001; additionally, Cramer's V was 0.343. Based on the result, a moderate relationship between the variables was determined, whose statistical significance supports this relationship, although this does not imply causality. Finally, regarding the question about the use of social media or WhatsApp Business, 74% of the responses indicated a favorable attitude toward the use of WhatsApp Business; consequently, a relational communication strategy was designed to manage inquiries, schedules, products, and promotions. The findings showed that relational marketing strategies maintain a significant association with customer loyalty