Evaluation of Digital Marketing Among Diners at a Peruvian Restaurant

Walter Jesús A.-C.; Giorgio Alexander A.-C.; Victor Oscar M.-M.; Herbert Christian C.-S.; Sahamira T.-P.; Yady E.-A.; Anita Futini G.-C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2026) · DOI: 10.18687/laccei2026.1.1.1795

Resumen

Digital marketing is a strategic pillar for competitiveness in the gastronomic sector in response to the digitalization of consumer habits. The objective was to analyze the level of digital marketing in a Peruvian restaurant through a quantitative approach, using a non-experimental and cross-sectional design with a sample of 60 customers. An 11-item questionnaire was applied based on the 4F model: flow, functionality, feedback, and loyalty. The results indicate a predominant perception of a medium level (85%), with customer loyalty identified as the main strength at a high level, while critical deficiencies were found in feedback and navigability at low and medium levels. It is concluded that there is significant room for optimization in proactive digital interaction and user experience design to strengthen customer retention and satisfaction.

Instituciones: Universidad Nacional San Luis Gonzaga; Universidad Nacional de Cañete; Universidad Autónoma de Ica