Customer Relationship Management and Customer Loyalty in an Entertainment Company in Northern Peru

Abstract

A research was conducted to determine how the implementation of Customer Relationship Management (CRM) strategies influences customer loyalty in the company Florida G&C S.A.C., Trujillo - 2023, an entertainment company located in northern Peru. For this, the research had a quantitative approach and a pre-experimental design since an initial observation was made through a pre-test to describe the initial conditions, followed by a post-test to evaluate the effect of CRM strategies. For this purpose, a questionnaire based on 16 questions was used as a data collection instrument, which was applied to a sample of 50 of the company's customers. Among the main results it was found that in the pre-test 89% of the respondents stated that they had never observed any strategy for customer loyalty by the company, while in the post-test it was shown that the perception changed by obtaining 64.38% of respondents stated that they have observed strategies by the company. It was concluded that the implementation of Customer Relationship Management (CRM) strategies increases customer loyalty in the company Florida G&C S.A.C.".