Marketing relacional y fidelización del cliente: evidencia empírica del sector hotelero

Brand Harrys    Martel-Fretell; Aldair Jorginho     Agustin-Hurtado; William Giovanni    Linares-Beraún; Diana     Huerto-Orizano; Juan Daniel     Toled- Martinez; Sandro Favio    Noreña-Simón; Aracely Yoyce     Quijano-Sosa; Milka Katty   Cercedo-Clemente

doi:10.47606/ACVEN/PH0583

Authors

Brand Harrys Martel-Fretell Universidad de Huánuco. Perú https://orcid.org/0009-0002-5369-9073
Aldair Jorginho Agustin-Hurtado Universidad de Huánuco. Perú https://orcid.org/0009-0008-5282-1341
William Giovanni Linares-Beraún Universidad de Huánuco. Perú https://orcid.org/0000-0002-4305-7758
Diana Huerto-Orizano Universidad de Huánuco. Perú https://orcid.org/0000-0003-1634-6674
Juan Daniel Toled- Martinez Universidad de Huánuco. Perú https://orcid.org/0000-0003-2906-9469
Sandro Favio Noreña-Simón Universidad de Huánuco. Perú https://orcid.org/0009-0004-5258-5853
Aracely Yoyce Quijano-Sosa Universidad de Huánuco. Perú https://orcid.org/0009-0005-6094-776X
Milka Katty Cercedo-Clemente Universidad de Huánuco. Perú https://orcid.org/0009-0001-8185-6171

DOI:

https://doi.org/10.47606/ACVEN/PH0583

Keywords:

relationship marketing, customer loyalty, customer satisfaction, service quality., hospitality sector

Abstract

Relationship marketing seeks to sustain long-term ties between service organizations and their customers. This study aimed to determine the relationship between relationship marketing and customer loyalty at Hostal Sosa, Huánuco. A quantitative, basic, correlational, non-experimental, and cross-sectional study was conducted. The sample consisted of 250 customers selected through non-probability convenience sampling. A 48-item Likert-scale questionnaire was administered; the complete instrument showed excellent internal consistency (? = 0.980). Data were analyzed using descriptive statistics and Spearman’s rho because the distributions were non-normal. Results showed medium levels of relationship marketing (M = 3.07; SD = 0.74) and customer loyalty (M = 3.22; SD = 0.75), together with a high, positive, and statistically significant association between the variables (rho = 0.831; p < 0.001). It is concluded that more favorable assessments of communication, trust, commitment, personalization, satisfaction, and interaction are associated with higher levels of loyalty, repurchase, recommendation, cumulative satisfaction, company trust, and perceived value.

Downloads

Download data is not yet available.

References

Aguilar Azañero, L. V., & Fasanando Nogueira, W. S. (2024). Marketing relacional y su asociación con la fidelización de clientes de los centros comerciales de la ciudad de Tarapoto, 2022 [Tesis de pregrado, Universidad Nacional de San Martín]. Repositorio Institucional de la Universidad Nacional de San Martín. https://repositorio.unsm.edu.pe/backend/api/core/bitstreams/35a19272-6c4b-4bd9-b64f-c6bd66cefa50/content

Alvarado Agüero, J. A. (2023). El marketing relacional y la lealtad de los clientes en la empresa Gana Entretenimientos S.A.C. Huánuco 2022 [Tesis de pregrado, Universidad de Huánuco]. Repositorio Institucional UDH. https://repositorio.udh.edu.pe/handle/20.500.14257/4571

Berry, L. L. (1983). Relationship marketing. En L. L. Berry, G. L. Shostack, & G. D. Upah (Eds.), Emerging perspectives on services marketing (pp. 25–28). American Marketing Association.

Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217. https://doi.org/10.1108/09596110110395893

Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68. https://doi.org/10.1177/002224299205600304

Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4–20. https://doi.org/10.1108/00251749410054774

Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006

Hernández-Sampieri, R., & Mendoza Torres, C. P. (2018). Metodología de la investigación: Las rutas cuantitativa, cualitativa y mixta. McGraw-Hill Education.

Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346–351. https://doi.org/10.1108/09596110010342559

Kotler, P., & Keller, K. L. (2016). Dirección de marketing (15.ª ed.). Pearson Educación.

Llerena Mamani, G. S., & Borletti de Olazával, N. (2023). Marketing relacional y su relación con la fidelización en clientes de una cooperativa de ahorro y crédito, Arequipa, 2022 [Tesis de pregrado, Universidad Católica de Santa María]. Repositorio Institucional UCSM. https://repositorio.ucsm.edu.pe/items/ae117610-dcf0-4ce0-935d-af0b14fbaf96

Lovelock, C., & Wirtz, J. (2015). Marketing de servicios: Personal, tecnología y estrategia (7.ª ed.). Pearson Educación.

Ministerio de Comercio Exterior y Turismo. (2024). Informe Perú: Oferta y demanda de establecimientos de hospedaje. Año 2023. Gobierno del Perú. https://www.gob.pe/institucion/mincetur/informes-publicaciones/5671698-informe-peru-oferta-y-demanda-de-establecimientos-de-hospedaje-ano-2023

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.1177/00222429990634S105

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153. https://doi.org/10.1509/jmkg.70.4.136

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Reinares Lara, P. J., & Ponzoa Casado, J. M. (2004). Marketing relacional: Un nuevo enfoque para la seducción y fidelización del cliente (2.ª ed.). Pearson Educación.

Villar Zapata, R. B. (2023). Marketing relacional y su incidencia en la fidelización de clientes en Hotel Costa Beach Resort, Tumbes, 2023 [Tesis de pregrado, Universidad Nacional de Tumbes]. Repositorio Institucional UNTUMBES. https://repositorio.untumbes.edu.pe/items/0e7c0741-7c87-468f-ab64-448ca5757576

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Marketing de servicios: Integración del enfoque en el cliente en toda la empresa (7.ª ed.). McGraw-Hill Education.