Publication: Inbound marketing y customer experience en el centro de estética Jocesca, Trujillo 2023
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Date
2024
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Universidad Nacional de Trujillo
Abstract
El objetivo de la presente investigación fue determinar la relación entre las estrategias de inbound marketing y customer experience en el centro de estética Jocesca, Trujillo 2023. Por tal motivo, se realizó un estudio con un enfoque cuantitativo, tipo no experimental, diseño descriptivo – correlacional de corte transversal. La población estuvo conformada por 127 clientes y se obtuvo una muestra de 96 clientes a través del muestreo probabilístico aleatorio simple, a quienes se les administraron cuestionarios elaborados en base a la escala de Likert, validados a través de juicio de expertos y la confiabilidad fue demostrada mediante el Alfa de Cronbach. Los resultados obtenidos fueron sometidos a un análisis estadístico a través de la prueba no paramétrica de correlación Rho Spearman, los que han permitido determinar como conclusión que entre la variable inbound marketing y customer experience en el centro de estética Jocesca, Trujillo 2023, existe una relación directa o positiva considerable debido a que el coeficiente de Correlación Rho Spearman es de 0,741; asimismo, el p valor fue de 0.00 (p< 0.05), esto permite señalar que la relación es significativa. Otra de las conclusiones obtenidas es que el nivel de inbound marketing en el centro de estética Jocesca, Trujillo 2023, se encuentra en un nivel regular y el nivel de customer experience en el centro de estética Jocesca, Trujillo 2023, se encuentra igualmente en un nivel regular.
ABSTRACT The objective of this research was to determine the relationship that exists between digital inbound marketing and the customer experience in Jocesca beauty center, Trujillo 2023. For this reason, a study was carried out with a quantitative approach, non-experimental, descriptive - cross-sectional correlational design. The population was made up of 127 clients and a sample of 96 clients was obtained through simple random probabilistic sampling, to whom questionnaires developed based on the Likert scale were administered, validated through expert judgment and reliability was demonstrated. through Cronbach's Alpha. The results obtained are presented in statistical tables and figures, which have made it possible to determine as a conclusion that between the inbound marketing variable and customer experience in the Jocesca beauty center, Trujillo 2023, there is a considerable direct or positive relationship because the coefficient Rho Spearman Correlation is 0.741. The level of inbound marketing at the Jocesca beauty center, Trujillo 2023, is at a regular level and the level of customer experience at the Jocesca beauty center, Trujillo 2023, is also at a regular level.
ABSTRACT The objective of this research was to determine the relationship that exists between digital inbound marketing and the customer experience in Jocesca beauty center, Trujillo 2023. For this reason, a study was carried out with a quantitative approach, non-experimental, descriptive - cross-sectional correlational design. The population was made up of 127 clients and a sample of 96 clients was obtained through simple random probabilistic sampling, to whom questionnaires developed based on the Likert scale were administered, validated through expert judgment and reliability was demonstrated. through Cronbach's Alpha. The results obtained are presented in statistical tables and figures, which have made it possible to determine as a conclusion that between the inbound marketing variable and customer experience in the Jocesca beauty center, Trujillo 2023, there is a considerable direct or positive relationship because the coefficient Rho Spearman Correlation is 0.741. The level of inbound marketing at the Jocesca beauty center, Trujillo 2023, is at a regular level and the level of customer experience at the Jocesca beauty center, Trujillo 2023, is also at a regular level.
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Keywords
Inbound marketing, Customer experience, Clientes