RELATIONSHIP MARKETING FOR CUSTOMER LOYALTY AT AN ICE CREAM AND BEVERAGE COMPANY IN AYACUCHO, PERU

Abstract

This study rigorously examines the nexus between relationship marketing and customer loyalty within an ice cream and beverage company in Ayacucho, Peru. Employing a quantitative, correlational, and non-experimental design, the research draws on a purposive non-probabilistic sample of 386 consumers. Data were gathered through a structured questionnaire based on a five-point Likert scale, whose content validity was established through expert judgment and reliability confirmed via (Cronbach’s alpha coefficients exceeding 0.80). The empirical findings demonstrate robust, positive, and statistically significant associations between the dimensions of relationship marketing (trust, satisfaction, and commitment) and the components of customer loyalty (retention, perceived value, and loyalty). More specifically, the evidence underscores that trust and satisfaction act as pivotal determinants in cultivating enduring customer relationships, whereas commitment performs a reinforcing function by consolidating retention and perceived value. Consequently, the study enriches the literature by providing context-specific empirical evidence from Latin America, thereby advancing the debate on relationship marketing as a strategic lever for strengthening loyalty in small- and medium-sized enterprises (SMEs). In practical terms, the results underscore the imperative for managers to formulate customer-centric strategies that strategically enhance trust, satisfaction, and commitment as essential drivers of sustainable competitiveness.