Strategic Connection: Managing Business Relationships and Customer Loyalty in the Construction Materials Sector, Peru
Journal Title: Prohominum - Year 2025, Vol 7, Issue 1
Abstract
This study analyzes the relationship between strategic management of business relationships and customer loyalty in the construction materials sector in Peru. It describes the most implemented practices, the areas of opportunity in employee motivation, andexamines the variability in the loyalty levels of hardware stores, identifying strengths and challenges to reinforce the customer relationship and competitiveness. A correlational approach with a non-experimental cross-sectional design was employed, collecting data at a single point in time. To select the sample, a non-probabilistic criterion sampling was combined, choosing 10 hardware stores after a pilot survey of 50 customers, and a simple random sampling to determine 250 customers. Business relationship management increases true loyalty (36%) and reduces disloyalty (15%), although spurious loyalty (34%) and disloyalty (18%) persist, necessitating a renewed commitment to achieve strong bonds. The statistical analysis (Pearson's Chi-square = 148.016, df =3, p = 0.000) confirms the relationship and the need to align these strategies with customer value creation. In addition to recording data and fulfilling offers, it is vital to encourage employee participation and strengthen incentives. In the short term,it is advisable to strengthen relational marketing and train the staff; in the medium term, to promote participation and improve compensation; and in the long term, to consolidate a deep commitment that ensures a sustainable competitive position.
Authors and Affiliations
César Hernán Norabuena Mendoza; Carlos Humberto Chunga Antón; Jorge Luis Tandaypan Salazar; Lilian Rocío Rosales Maguiña; Nathaly Luisa Trujillo Navarro
Keywords
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- EP ID EP768604
- DOI https://doi.org/10.47606/ACVEN/PH0318
- Views 6
- Downloads 0
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