Publication: Marketing experiencial y su relación con la satisfacción del cliente en el restaurante Horno's de Rumiñahui E.I.R.L. en Trujillo, 2022
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Date
2023
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Universidad Nacional de Trujillo
Abstract
La presente investigación tuvo como objetivo identificar la relación entre el marketing experiencial y la satisfacción de los clientes del restaurante Horno’s de Rumiñahui E.I.R.L. El tipo de investigación fue aplicada, de diseño descriptivo correlacional y el método utilizado fue cuantitativo, además la técnica empleada fue la encuesta con su respectivo instrumento, el cuestionario. La población fue de 300 clientes, pero se trabajó con una muestra de 169 clientes. Se concluye que existe una relación directa y significa entre el marketing experiencial y la satisfacción del cliente, el valor de la significancia fue 0.000 (p<0.05) y el coeficiente de correlación de Spearman indica que existe una correlación positiva considerable entre ambas variables siendo 0.853 el valor del coeficiente. Además, el nivel del marketing experiencial es alto al igual que el nivel de satisfacción del cliente y la dimensión del marketing experiencial de sensaciones, de pensamientos y de emociones son las que más se correlacionan con la satisfacción.
ABSTRACT The objective of this research was to identify the relationship between experiential marketing and customer satisfaction at the restaurant Horno's de Rumiñahui E.I.R.L. The type of research was applied, descriptive correlational design and the method used was quantitative, and the technique used was the survey with its respective instrument, the questionnaire. The population was 300 clients, but we worked with a sample of 169 clients. It is concluded that there is a direct and significant relationship between experiential marketing and customer satisfaction, the significance value was 0.000 (p<0.05) and the Spearman correlation coefficient indicates that there is a considerable positive correlation between the two variables with a coefficient value of 0.853. Furthermore, the level of experiential marketing is high as well as the level of customer satisfaction and the experiential marketing dimension of sensations, thoughts and emotions are the most correlated with satisfaction.
ABSTRACT The objective of this research was to identify the relationship between experiential marketing and customer satisfaction at the restaurant Horno's de Rumiñahui E.I.R.L. The type of research was applied, descriptive correlational design and the method used was quantitative, and the technique used was the survey with its respective instrument, the questionnaire. The population was 300 clients, but we worked with a sample of 169 clients. It is concluded that there is a direct and significant relationship between experiential marketing and customer satisfaction, the significance value was 0.000 (p<0.05) and the Spearman correlation coefficient indicates that there is a considerable positive correlation between the two variables with a coefficient value of 0.853. Furthermore, the level of experiential marketing is high as well as the level of customer satisfaction and the experiential marketing dimension of sensations, thoughts and emotions are the most correlated with satisfaction.
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Keywords
Marketing experiencial, Satisfacción del cliente, Restaurante