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Relationship marketing is an essential tactic for entrepreneurial development, as it focuses on establishing lasting, trusting relationships with consumers. Through personalized attention, ongoing communication, and value-added loyalty, entrepreneurs can build their customer base, generate referrals, and ensure sustainable revenue. This approach not only boosts sales but also facilitates differentiation in competitive markets by creating authentic connections and positive experiences. This research was conducted using a descriptive approach and a quantitative, non-experimental method, collecting information through a questionnaire. The study group consisted of 100 entrepreneurs from the Aguadulce district. Among the results obtained, 66% of survey participants indicated they were familiar with the term "relationship marketing," while 34% indicated they were unfamiliar with the term. Additionally, 54% indicated they use WhatsApp as a means of maintaining communication with customers, 40% use social media, and 6% do not use any tool to maintain communication. Using relationship marketing makes it possible to collect useful data about customer preferences, needs, and behaviors, which simplifies the personalization of products and services.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
