Relationship Marketing and Its Influence on Customer Loyalty in A Market in Piura

This research focused on the fulfillment of ODS 8, based on promoting decent work and economic growth, while the mein objective of the study was to evaluate the influence between relational marketing and customer loyalty in a market in the city of Piura 2024. Through a quantitative approach methodology, non-experimental and transversal design with a correlational depth level. A population of 187,926 in habitants was used with a sample of 383 potential clients, to whom a survey was applied. The results allowed to identify that 46.5% of clients gave importance to the development of relational marketing, and 38.1% highlighted the relevance of strengthening loyalty. Likewise, a highly significant relationship between the variables was verified, due to the Spearman's Rho coefficient of 0.638 with a p-value < 0.01 and R2 of 40.7%. It was concluded that stores seeking to increase customer loyalty in Piura should promote customer relationships through relational marketing.