Digital marketing and customer loyalty for an MYPE company in the advertising industry

Rufasto-Villacorta B.E.; Vásquez-Cortegana L.W.; Valderrama-Puscan M.W.; Mendoza-Castillo Á.L.L.F.; Ibáñez L.A.P.; Arias Pereyra G.P. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.231

Resumen

In this article we could analyze the relationship between digital marketing and customer loyalty of the company Publicidad Calín E.I.R.L in Jaén, where we could work with a sample of 207 customers of the company, to whom two questionnaires were applied with the Likert scale in order to be able to measure the level of these variables, using differential statistics to determine the correlation of the variables and allowing analysis to conclude that, if there is a relationship and with it concluded that the company is not giving a good follow-up to its customers continuously, also implement an appropriate digital marketing strategy where you will achieve customer loyalty.

Instituciones: Universidad César Vallejo