Impact of relationship marketing on customer loyalty in the Peruvian sports fitness sector

Authors

  • Yhuseinn Esthefano Eusebio Benites Universidad Tecnológica del Perú UTP S.A.C., Perú
  • Angie Massiel Sosa Malqui Universidad Tecnológica del Perú UTP S.A.C., Perú
  • Heli Modesto Lazaro-Acero Universidad Tecnológica del Perú UTP S.A.C., Perú
  • María Alicia Suxe Ramírez Universidad Tecnológica del Perú UTP S.A.C., Perú

DOI:

https://doi.org/10.18687/LACCEI2026.1.1.1640

Keywords:

Relationship marketing, Loyalty, information management, communication

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.

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Published

2026-07-27

Issue

Vol. 1 No. 14 (2026): LACCEI 2026

Section

Articles

Copyright

Copyright (c) 2026 LACCEI

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

LACCEI retains copyright of all published articles under the terms of its copyright transfer agreement. As the copyright holder, LACCEI distributes the articles to the public under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0).

How to Cite

Eusebio Benites, Y. E., Sosa Malqui, A. M., Lazaro-Acero, H. M., & Suxe Ramírez, M. A. (2026). Impact of relationship marketing on customer loyalty in the Peruvian sports fitness sector. LACCEI, 1(14). https://doi.org/10.18687/LACCEI2026.1.1.1640

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