Estrategias de marketing digital y su influencia en la fidelización de clientes de la empresa Okey Market S.A.C. Huamachuco 2019
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Date
2021
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Universidad Nacional de Trujillo
Abstract
El presente trabajo de investigación se realizó con el fin de determinar la influencia de las
estrategias de marketing digital en la fidelización de clientes de la empresa Okey Market S.A.C., Huamachuco 2019. El problema de la investigación fue: ¿Cuál es la influencia de las estrategias de marketing digital en la fidelización de clientes de la empresa Okey Market S.A.C. Huamachuco 2019? Planteándose como hipótesis: Las estrategias de marketing digital tienen una influencia directa en la fidelización de clientes de la empresa Okey Market S.A.C. Huamachuco 2019. La muestra estuvo conformada por 217 personas. El diseño de investigación fue explicativo-transversal y los métodos: inductivo, estadístico, analítico y sintético. En cuanto a la técnica se utilizó la encuesta y como instrumento el cuestionario. Los resultados obtenidos mostraron que la empresa no realiza publicaciones periódicas (84%); el diseño de las publicaciones no es atractivo (79%); y no brinda información interesante (89%). Además, solo el 49% indicaron estar de acuerdo en recomendar el servicio de la empresa Okey Market. En relación a la consulta si volvería a comprar en dicha empresa el 71% estuvo de acuerdo. En base a esto se recomendaron acciones que permitan mejorar la posición de la empresa en el mercado. Finalmente, se llegó a la conclusión de que las estrategias de marketing digital no influyen de forma directa en la fidelización de clientes de la empresa Okey Market S.A.C. Huamachuco; y la preferencia registrada por parte de los clientes se debe a los diversos atributos con los que cuenta.
ABSTRACT The present research work was carried out in order to determine the influence of digital marketing strategies on customer loyalty of the company Okey Market SAC, Huamachuco 2019. The research problem was: What is the influence of the strategies of digital marketing in customer loyalty of the company Okey Market SAC Huamachuco 2019? Posing as a hypothesis: Digital marketing strategies have a direct influence on customer loyalty of the company Okey Market S.A.C. Huamachuco 2019. The sample consisted of 217 people. The research design was explanatory-transversal and the methods: inductive, statistical, analytical and synthetic. Regarding the technique, the survey was used and the questionnaire was used as an instrument. The results obtained showed that the company does not make periodical publications (84%); the design of the publications is not attractive (79%); and does not provide interesting information (89%). In addition, only 49% indicated they agreed to recommend the service of the company Okey Market. In relation to the query if they would buy again in said company, 71% agreed. Based on this, actions were recommended to improve the company's position in the market. Finally, it was concluded that digital marketing strategies do not directly influence customer loyalty of the company Okey Market S.A.C. Huamachuco; and the preference registered by customers is due to the various attributes it has.
ABSTRACT The present research work was carried out in order to determine the influence of digital marketing strategies on customer loyalty of the company Okey Market SAC, Huamachuco 2019. The research problem was: What is the influence of the strategies of digital marketing in customer loyalty of the company Okey Market SAC Huamachuco 2019? Posing as a hypothesis: Digital marketing strategies have a direct influence on customer loyalty of the company Okey Market S.A.C. Huamachuco 2019. The sample consisted of 217 people. The research design was explanatory-transversal and the methods: inductive, statistical, analytical and synthetic. Regarding the technique, the survey was used and the questionnaire was used as an instrument. The results obtained showed that the company does not make periodical publications (84%); the design of the publications is not attractive (79%); and does not provide interesting information (89%). In addition, only 49% indicated they agreed to recommend the service of the company Okey Market. In relation to the query if they would buy again in said company, 71% agreed. Based on this, actions were recommended to improve the company's position in the market. Finally, it was concluded that digital marketing strategies do not directly influence customer loyalty of the company Okey Market S.A.C. Huamachuco; and the preference registered by customers is due to the various attributes it has.
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Keywords
Marketing, Marketing digital, Fidelización de clientes