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ERUDITUS

Abstract:

Relationship marketing is a strategy used by companies to create a bond with customers and obtain good long-term relationships. Melisa La Serranita is a company that seeks to build longterm relationships with customers due to the weakness in this field. Therefore, it seeks to study relationship marketing as a customer loyalty strategy through social networks. The research under the quantitative methodological approach, and cross-sectional study applies a validated survey to a sample of 250 customers with gender equity and ages from 15 to 54 years belonging to the Bolivar Province, Ecuador. The results showed the importance of applying relationship marketing to create and strengthen lasting relationships and trust with customers, social networks are useful for quick and effective communication, because they allow sharing information and through publications foster emotional connection with consumers.