Below the Line (BTL) strategies for customer loyalty in the healthcare sector: Case Study of Health and Wellness Chiclayo

Olenka Millones Puican K.; Walter Valderrama-Puscan M.; Irene Delgado Wong S.; Esther Panta Merino M.; André Zavaleta Velásquez F. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.590

Resumen

The evolution of Marketing strategies from mass communication to non-mass communication has generated an impact over time on organizations in various sectors, seeking to increase customer loyalty. This article determines the relationship between the Strategies. BTL and customer loyalty of the “Salud y Bienestar” medical center in Chiclayo, where we worked with a sample of 103 clients of the company, to whom a Likert scale questionnaire was applied as an instrument, which allows measuring the level of Likewise, using differential statistics, the correlation of the variables was determined, allowing its analysis to conclude that there is a high positive correlation, so it was concluded that the company by applying BTL strategies will achieve a positive impact on the retention and loyalty of customers; Likewise, with the findings found, it can be shown that brand activation through events, sponsorships or promotions; digital marketing with constant and fluid communication; and sales promotion using social networks, will achieve loyalty and retain customers of the health center under study.

Instituciones: Universidad César Vallejo