Branding and customer loyalty at Janice Sport Company in the city of Tarapoto
DOI:
https://doi.org/10.55873/racs.v3i1.316Keywords:
Branding – customer, loyaltyAbstract
The objective of the study was to determine the relationship between branding and customer loyalty within the company Janice Sport. It was an applied, descriptive correlational study with a non-experimental cross-sectional design. The sample consisted of 97 customers, to whom questionnaires were applied as data collection instruments. From the application and subsequent tabulation, branding is significantly related to the loyalty of customers of the company in the city of Tarapoto, because the sig. value (bilateral) of 0.000 is less than the margin of error, so it was decided to accept the research hypothesis formulated. On the other hand, with a correlation coefficient of 0.696, it is affirmed that the relationship is positive on average. After analyzing the results, the relationship between the variables is between regular and negative, since most of the respondents have a medium and low level of loyalty, and their perception of branding activities is similar (between regular and inadequate).
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Copyright (c) 2024 Lola Jennifer Grández-Cachique, Milagros Mozombite-Noa, Seidy Janice Vela-Reátegui, Jim Kenny Verona-Guerrero , Milca Evila Arce-Inuma
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