Publication: Marketing holístico y satisfacción al cliente en el restaurante ecoturístico Laredo Grande, Trujillo 2023
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Date
2023
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Universidad Nacional de Trujillo
Abstract
La presente investigación está orientada a estudiar la forma en cómo el marketing holístico se relaciona con la satisfacción al cliente, dentro de la empresa Restaurante Ecoturístico Laredo Grande. Este estudio, está basado en un diseño no experimental, con una investigación de tipo transeccional o transversal, mediante un estudio descriptivo y correlacional. Para realizar un análisis más preciso, la investigación cuenta con el estudio de la variable independiente marketing holístico junto a sus dimensiones; marketing interno, marketing de relaciones, marketing integrado y rendimiento del marketing. Así como también cuenta con el estudio de la variable dependiente, satisfacción al cliente junto a sus dimensiones; fiabilidad, seguridad, capacidad de respuesta, elementos tangibles y empatía. Cabe recalcar que, para la recolección de datos se utilizará la encuesta, mediante su instrumento el cuestionario, el cual estará validado por el Alfa de Cronbach. Dichos estudios serán analizados mediante el chi-cuadrado y el coeficiente correlacional Spearman para ambas variables, tanto de forma separada como conjunta.
ABSTRACT This research is aimed at studying the way in which holistic marketing is related to customer satisfaction, within the company Restaurante Ecoturístico Laredo Grande. This study is based on a non-experimental design, with a transactional or cross-sectional investigation, through a descriptive and correlational study. To carry out a more precise analysis, the research includes the study of the independent variable holistic marketing together with its dimensions, internal marketing, relationship marketing, integrated marketing, and marketing performance. As well as the study of the dependent variable, customer satisfaction along with its dimensions; reliability, security, responsiveness, tangible elements and empathy. It should be noted that, for data collection, the survey will be used, through its instrument the questionnaire, which will be validated by Cronbach's Alpha. These studies will be analyzed using the chi-square and the Spearman correlational coefficient for both variables, both separately and jointly.
ABSTRACT This research is aimed at studying the way in which holistic marketing is related to customer satisfaction, within the company Restaurante Ecoturístico Laredo Grande. This study is based on a non-experimental design, with a transactional or cross-sectional investigation, through a descriptive and correlational study. To carry out a more precise analysis, the research includes the study of the independent variable holistic marketing together with its dimensions, internal marketing, relationship marketing, integrated marketing, and marketing performance. As well as the study of the dependent variable, customer satisfaction along with its dimensions; reliability, security, responsiveness, tangible elements and empathy. It should be noted that, for data collection, the survey will be used, through its instrument the questionnaire, which will be validated by Cronbach's Alpha. These studies will be analyzed using the chi-square and the Spearman correlational coefficient for both variables, both separately and jointly.
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Keywords
Marketing holístico, Satisfacción al cliente, Marketing, Cientes