Digital strategies that build loyalty: The role of digital marketing in customer retention

Bazán-Torres N.A.; Malpica-Rodríguez M.E.; Pérez-Aguilar J.M. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/laccei2025.1.1.1915

Resumen

This research was conducted in a footwear company in Trujillo, Peru, which faced a low loyalty rate due to the limited attention paid to its digital channels, which are a key source for customer acquisition. The objective was to determine the effect of a digital marketing plan on customer loyalty in the footwear company by 2024. To this end, the research adopted a quantitative, explanatory, and pre-experimental approach, with a sample of 30 customers selected by convenience, between September and October 2024. For data collection, surveys were administered before and after the implementation of the digital marketing plan. The plan was developed using the SOSTAC methodology, allowing for a structured approach based on a situational analysis and specific objectives. The results showed a significant improvement in the perception of the company's digital advertising, reaching 96.7% acceptance. Furthermore, customer loyalty increased from 40% to 60%, reflecting a higher level of repeat purchases. The hypothesis was validated using the paired t-test, yielding a significance value of 0.000008, confirming a positive and significant impact of the implemented strategies. It is concluded that the implemented digital strategies have had a positive effect on customer loyalty, highlighting the importance of optimizing digital channels to strengthen relationships with consumers and improve their brand loyalty.

Instituciones: Universidad Privada del Norte