Impact of relationship marketing on customer loyalty in the Peruvian sports fitness sector
DOI:
https://doi.org/10.18687/LACCEI2026.1.1.1640Palabras clave:
Relationship marketing, Loyalty, information management, communicationResumen
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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2026-07-27
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Derechos de autor 2026 LACCEI
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Esta obra está bajo una Licencia Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional.
LACCEI conserva el copyright de todos los artículos publicados bajo los términos de su acuerdo de transferencia de copyright. Como titular del copyright, LACCEI distribuye los artículos al público bajo la Licencia Internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0 (CC BY-NC-SA 4.0).
Cómo citar
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