Relationship between perceived corporate image and customer loyalty of mobile phone companies in the district of Trujillo, 2015

Abstract

This research aims to determine the relationship between the perception of the corporate image and customer loyalty of mobile phone companies in the district of Trujillo in 2015. The methodology used in the research consisted of a not experimental design, cross-sectional, whose population consisted of 270,334 customers of mobile phone companies Movistar, Claro and Entel, 15 to 49 years old of district of Trujillo, obtaining as sample 216 business customers mobile. The data collection instrument was a questionnaire which was applied to business customers Movistar, Claro and Entel, and therefore the Rho of Spearman was used to determine the existence of the relationship between research variables. This research concluded that exists a direct relationship between the perception of the corporate image and customer loyalty of mobile phone companies in the district of Trujillo in 2015, with a Spearman correlation coefficient of 0,926; showing that exists a very strong positive relationship between the two variables.