Publication: Marketing experiencial y fidelización de clientes en la empresa Hotel Pakatnamú S.A.C Pacasmayo, 2023
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Date
2024
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Publisher
Universidad Nacional de Trujillo
Abstract
La presente investigación se desarrolló con el objetivo de determinar la relación entre el marketing experiencial y fidelización de clientes en la empresa Hotel Pakatnamú S.A.C. Pacasmayo, 2023. El diseño de la investigación fue no experimental correlacional, de enfoque cuantitativo, descriptivo, aplicado y de corte transversal. La población está conformada por 200 con una muestra conformada por 132 clientes los cuales fueron seleccionados mediante un muestreo aleatorio simple, que garantice la igualdad de probabilidad de ser elegidos. A la mencionada muestra se les aplicó la técnica de la encuesta a través de dos cuestionarios utilizados como instrumentos para recopilar información. Como resultados descriptivos se halló que el nivel de marketing experiencial es satisfactorio con un 72.7% del total, asimismo el nivel de fidelización de clientes es apostólico con 66.7% del total. Posteriormente se determinó mediante el Rho de Spearman la existencia de una relación positiva media entre las dimensiones experiencia emocional, sensorial, de pensamiento, de acción y relacionada del marketing experiencial con la fidelización de clientes con valores de 0.707, 0.681, 0.690, 0.715 y 0.681 respectivamente. Finalmente se obtuvo como conclusión principal a través del Rho de Spearman que existe una relación significativa, positiva y directa a través de un valor estadístico de 0.777 y una p.sig<0.01 entre el marketing experiencial y la fidelización de clientes en la empresa Hotel Pakatnamú S.A.C., Pacasmayo, 2023.
ABSTRACT This research was developed with the objective of determining the relationship between experiential marketing and customer loyalty in the company Hotel Pakatnamú S.A.C. Pacasmayo, 2023. The research design was non-experimental, correlational, with a quantitative, descriptive, applied and cross-sectional approach. The sample was made up of 132 clients who were selected through simple random sampling, which guarantees equal probability of being chosen. The survey technique was applied to the aforementioned sample through two questionnaires used as instruments to collect information. As descriptive results, it was found that the level of experiential marketing is satisfactory with 72.7% of the total, likewise the level of customer loyalty is apostolic with 66.7% of the total. Subsequently, the existence of a medium positive relationship between the emotional, sensory, thought, action and related experience dimensions of experiential marketing with customer loyalty was determined using Spearman's Rho with values of 0.707, 0.681, 0.690, 0.715 and 0.681. respectively. Finally, the main conclusion was obtained through Spearman's Rho that there is a significant, positive and direct relationship through a statistical value of 0.777 and a p.sig <0.01 between experiential marketing and customer loyalty in the Hotel Pakatnamú company. S.A.C., Pacasmayo, 2023.
ABSTRACT This research was developed with the objective of determining the relationship between experiential marketing and customer loyalty in the company Hotel Pakatnamú S.A.C. Pacasmayo, 2023. The research design was non-experimental, correlational, with a quantitative, descriptive, applied and cross-sectional approach. The sample was made up of 132 clients who were selected through simple random sampling, which guarantees equal probability of being chosen. The survey technique was applied to the aforementioned sample through two questionnaires used as instruments to collect information. As descriptive results, it was found that the level of experiential marketing is satisfactory with 72.7% of the total, likewise the level of customer loyalty is apostolic with 66.7% of the total. Subsequently, the existence of a medium positive relationship between the emotional, sensory, thought, action and related experience dimensions of experiential marketing with customer loyalty was determined using Spearman's Rho with values of 0.707, 0.681, 0.690, 0.715 and 0.681. respectively. Finally, the main conclusion was obtained through Spearman's Rho that there is a significant, positive and direct relationship through a statistical value of 0.777 and a p.sig <0.01 between experiential marketing and customer loyalty in the Hotel Pakatnamú company. S.A.C., Pacasmayo, 2023.
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Keywords
Marketing experiencial, Fidelización de clientes, Experiencia sensorial