Fidelización y retención de clientes en una empresa líder de telecomunicaciones en Perú

Translated title of the contribution: Customer loyalty and retention at a leading telecommunications company in Perú

Yasser Abarca Sánchez, Urpi Barreto Rivera, Orlando Barreto Jara, Jorge Luis Díaz Ugarte

Research output: Contribution to journalOriginal Articlepeer-review

5 Scopus citations

Abstract

The objective of this research is to determine the relationship between loyalty and retention, as well as in particular the relationships between the dimensions of loyalty and retention through an exploratory factor analysis, with the dimension reduction technique and a multiple linear regression analysis to present the relationship between these variables in a leading telecommunications company in Peru. The research is applied with a quantitative, correlational and non-experimental cross-sectional design. The population is represented by a sample of 147 consumers. The information was collected through an online questionnaire. The results show that there is a strong relationship between consumer loyalty and retention with an R=0.656. It is concluded that the company should focus on improving its information and communication technologies, experience and rewards offered, for better consumer retention.

Translated title of the contributionCustomer loyalty and retention at a leading telecommunications company in Perú
Original languageSpanish
Pages (from-to)729-743
Number of pages15
JournalRevista Venezolana de Gerencia
Volume27
Issue number98
DOIs
StateIndexed - 14 Mar 2022

Bibliographical note

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