El marketing relacional y su influencia en la competitividad de las pymes del sector textil en la ciudad de Guayaquil.

Abstract

The objective of this research is to evaluate the effect of relational marketing strategies on the competitiveness of SMEs in the Guayaquil textile sector. The study is non-experimental, with a quantitative approach, cross-sectional and correlational scope, precisely because it evaluates the relationship between the proposed variables. To do this, a survey was conducted on a final sample of 103 managers related to the marketing area. The results indicate that a large part of SMEs devote efforts on activities such as providing help and improving response times. Also, applying discounts and rewards programs are the most common strategies, and managers indicated that customer loyalty and improved corporate image are key results of relational marketing. Finally, the correlation analysis determined that there is a positive influence of relational marketing strategies on the competitiveness of SMEs in the textile sector, complying with the previous hypotheses formulated in this study.