Social networks as a tool for relationship marketing and customer loyalty

Social networks have gone from information media to mass media, five out of every hundred Peruvians use the internet and social networks; it is a powerful marketing tool; However, to take advantage of them effectively, it is necessary to know their use and functionality. The purpose of this research was to determine the relationship between social networks as a tool of relationship marketing and customer loyalty; seeking to explain theoretically, the function of social networks as a tool to increase sales and the level of return, proposing to them, as a means to approach the client; for this, the inductive-deductive method was used, the non-experimental, transversal, correlational design. Applying a questionnaire with a Cronbach's Alpha reliability (82%); validated by expert judgment, to a sample of 383 clients; measuring, preferences and time of use, interaction and common interests of users in social networks; Satisfaction, recommendation capacity, identity with the company and compliance with the price for loyalty. The results highlighted that 64% frequently use Facebook, 29% regularly repeat their purchase in one place and 58% would defend the company's products. It was determined that both variables are related, with a correlation of 62.208 and a significance equal to 0.00.