Análisis de la importancia del marketing relacional enfocado al acercamiento y su influencia en la fidelidad de los clientes de la empresa Torres & Torres.

Abstract

Nowadays, there are many people and companies that are dedicated to offering the service of customs agency, which makes the market for Torres & Torres as a customs agent very competitive. Therefore, the company was in the obligation to implement relational marketing techniques in order to create a lasting relationship with the client and achieve their loyalty. However, an analysis of the effectiveness or its influence on customer behavior has not been performed, and to know if they are actually giving the expected results, which makes this research necessary. Therefore, the objective is to analyze the relational marketing strategies that Torres & Torres uses and know their influence on the loyalty of its customers. For which, the data of all its population (432 customers) was collected, and a difference of means was made using the H method of Kruskal-Wallis and U of Mann-Whitney. Finally, the not rejection of the null hypothesis was obtained; that is, the relational marketing strategies that Torres & Torres uses have no influence on the loyalty of its customers, except in 2018 that category C, did show influence because in that year, certain clients that are within that category, had 100% participation levels with Torres, but because in the other years of the study, they had not completed any customs formalities in the market.