Publication: Relación del marketing digital y fidelización del cliente en la empresa de transporte Expres Nahumart S.A.C, en pandemia – Huamachuco, 2022
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Date
2023
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Universidad Nacional de Trujillo
Abstract
La elaboración del presente trabajo de investigación, se realizó teniendo como entidad de estudio a la empresa de transporte Expres Nahumart S.A.C, que desarrolla sus actividades en el distrito de Huamachuco, Departamento de La Libertad, teniendo como propósito determinar la relación que existe entre el marketing digital y la fidelización del cliente en la empresa de transporte Expres Nahumart S.A.C., en pandemia – Huamachuco, 2022, la investigación realizada de acuerdo a su alcance es de tipo descriptiva, no experimental y correlacional, se utilizó el Método Inductivo–Deductivo, Método Hipotético–Deductivo, se utilizó la recopilación de datos y la encuesta como técnica de investigación, para validar los instrumentos de recolección de datos, se hizo a través del Juicio de expertos, para la confiabilidad de los datos, se aplicó el método Alpha de Cronbach, obteniéndose 0,760 para el instrumento de recolección de datos de ambas variables, para la variable Marketing digital se determinó un alfa igual 0, 800, y para la variable Fidelización de clientes se encontró un alfa igual a 0.771; la población estuvo conformada por 225 clientes mensuales y se obtuvo una muestra de 142 clientes, a dicha muestra se le aplicó el instrumento de recolección de datos, y con los datos obtenidos se pudo cumplir con los objetivos, contrastar la hipótesis, realizar la discusión de los resultados, realizar las conclusiones y plantear las recomendaciones, asimismo, la principal conclusión de la investigación señala que, entre las variables de interés, existe correlación positiva significativa.
ABSTRACT The elaboration of this research work was carried out having as study entity the transport company Expres Nahumart S.A.C, which develops its activities in the district of Huamachuco, Department of La Libertad, with the purpose of determining the relationship that exists between marketing digital and customer loyalty in the transport company Expres Nahumart S.A.C., in pandemic - Huamachuco, 2022, the research carried out according to its scope is descriptive, non-experimental and correlational, the Inductive-Deductive Method, Hypothetical Method was used –Deductive, the data collection and the survey were used as a research technique, to validate the data collection instruments, it was done through the Judgment of experts, for the reliability of the data, the Cronbach Alpha method was applied, obtaining 0.760 for the data collection instrument of both variables, for the Digital Marketing variable u n alpha equal to 0.800, and for the customer loyalty variable an alpha equal to 0.771 was found; The population was made up of 225 monthly clients and a sample of 142 clients was obtained, the data collection instrument was applied to said sample, and with the data obtained it was possible to meet the objectives, contrast the hypothesis, carry out the discussion of the results, make the conclusions and propose the recommendations, likewise, the main conclusion of the investigation indicates that, between the variables of interest, there is a significant positive correlation.
ABSTRACT The elaboration of this research work was carried out having as study entity the transport company Expres Nahumart S.A.C, which develops its activities in the district of Huamachuco, Department of La Libertad, with the purpose of determining the relationship that exists between marketing digital and customer loyalty in the transport company Expres Nahumart S.A.C., in pandemic - Huamachuco, 2022, the research carried out according to its scope is descriptive, non-experimental and correlational, the Inductive-Deductive Method, Hypothetical Method was used –Deductive, the data collection and the survey were used as a research technique, to validate the data collection instruments, it was done through the Judgment of experts, for the reliability of the data, the Cronbach Alpha method was applied, obtaining 0.760 for the data collection instrument of both variables, for the Digital Marketing variable u n alpha equal to 0.800, and for the customer loyalty variable an alpha equal to 0.771 was found; The population was made up of 225 monthly clients and a sample of 142 clients was obtained, the data collection instrument was applied to said sample, and with the data obtained it was possible to meet the objectives, contrast the hypothesis, carry out the discussion of the results, make the conclusions and propose the recommendations, likewise, the main conclusion of the investigation indicates that, between the variables of interest, there is a significant positive correlation.
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Keywords
Marketing digital, Fidelización de clientes, Herramientas digitales