Conference Agenda
Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).
Please note that all times are shown in the time zone of the conference. The current conference time is: 24th Aug 2026, 05:32:12am America, Santiago
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Daily Overview |
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13C: Entrepreneurship & Innovation Virtual location: VIRTUAL: Agora Meetings | |
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12:48pm - 12:56pm
Impact of relationship marketing on customer loyalty in the Peruvian sports fitness sector Universidad Tecnológica del Perú UTP S.A.C., Perú 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. | |