The Role of Relationship Marketing in building customer loyalty CASE STUDY: OXXO SPA ALGERIE

Abstract

In a constantly changing market, and in the face of competitors, the use of relationship marketing by companies, is more than ever essential, in order to establish a good relationship with its customers in the long term as possible and to try to follow them and seek their needs and desires so that they feel precious and valuable and also to satisfy them constantly in order to create "trust and to obtain a commitment with, and therefore to retain them. The aim of this research is to find out the role played by relational marketing on customer loyalty within the “OXXO SPA Algeria” company. This objective is achieved first of all through a literature review of the key concepts related to relational marketing and satisfaction and loyalty. Afterwards, a field study, Thus, a questionnaire was designed for this purpose and sent to a random sample of 60 customers, to evaluate the relationship marketing approach and the quality of the relationship that connects them with the company. The results of the research will be analyzed. These results allow us to confirm or infirm our hypotheses