Estrategias de marketing relacional aplicadas en el minimarket San Felipe y su incidencia en la fidelización de clientes
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Date
2026-08-12
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Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia
Abstract
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
Description
El minimarket San Felipe opera en un entorno competitivo caracterizado por la presencia de tiendas de barrio, minimarkets y un establecimiento perteneciente a una cadena supermercados que ofrecen productos similares. Aunque la tienda aplica estrategias centradas en la atención al cliente, interacción y la construcción de confianza, estas se llevan a cabo de forma empírica, sin un plan formal de marketing relacional. El propósito de este proyecto fue analizar el vínculo entre las estrategias de marketing relacional y la lealtad de los clientes habituales. Se empleo un enfoque cuantitativo con un alcance descriptivo-correlacional y un diseño transversal no experimental. Mediante un muestreo no probabilístico intencional por criterio, se administró un cuestionario a 353 clientes con experiencia previa de compra. La confiabilidad del instrumento fue evaluada mediante el alfa de Cronbach, alcanzó un valor de 0,937
Keywords
Fidelización de clientes, marketing relacional, comunicación, satisfacción
Citation
Cando Chiluisa H. J, Pilco Villa A. F. (2026). Estrategias de marketing relacional aplicadas en el minimarket San Felipe y su incidencia en la fidelización de clientes [Tesis de licenciatura, Universidad Técnica de Cotopaxi]