Commercial Management and Marketing for Customer Loyalty and Sales Sustainability in a Public Tourism Service: Evidence from Lima, Peru
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Abstract
Background: Sales sustainability in tourism and recreational services depends on organizations’ ability to understand customers, manage the service experience, and maintain consistent commercial relationships. Objective: to determine the relationship between commercial management and marketing and sales sustainability and customer loyalty at the Huampaní Vacation Center in Lima, Peru, during 2019–2025. Methods: a mixed-method, basic, correlational–explanatory study with a non-experimental cross-sectional design was conducted. The estimated population was 44,800 monthly visitors, and 370 customers were selected through stratified probability sampling. A 20-item questionnaire, four key-informant interviews, direct observation, and documentary analysis were used. Data were processed in SPSS using Cronbach’s alpha, Pearson correlation, linear regression, and chi-square testing. Results: the instrument showed a reliability coefficient of 0.87; commercial management and marketing were significantly associated with sales sustainability (r = 0.712; p < 0.001) and customer loyalty (r = 0.684; p < 0.001), while loyalty and sales sustainability were also significantly associated (r = 0.756; p < 0.001). The regression model yielded an adjusted R² of 0.584. In addition, χ² = 15.34; p = 0.004 was found for the relationship between visit frequency and recommendation. Conclusion: the evidence supports strengthening commercial management, customer experience, relationship marketing, and digital channels to improve continuity and sustainability of sales
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