Digital Marketing and Customer Loyalty of a restaurant in northern Peru

Melissa V.C.E.; Tracy A.C.; Aitken H.G.W. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.422

Resumen

The present research work entitled Digital Marketing and Customer Loyalty. A proposal for the use of information technologies aimed to determine the relationship between Digital Marketing and customer loyalty of the restaurant Pikinos - Pacasmayo 2022. The research work is of correlational type, it has a non-experimental and cross-sectional design; the population is all the customers of the Pikinos restaurant, the sample consisted of 200 customers, the survey technique was performed, the data collection instrument was the questionnaire that was validated by expert judgment, likewise to find the correlation the RHO Spearman test was applied (0. 774), in this way a significant relationship was demonstrated, where it is affirmed that the confidence that exists in the study is 99%, to the extent that marketing increases it will allow the company to develop efficient strategies to satisfy the expectations of the client. Therefore, it has the necessary characteristics to build customer loyalty, so the company must continue to implement new strategies in order to keep up with the demands of the market.

Instituciones: Universidad Privada del Norte