Experiential Marketing and Customer Loyalty in Peruvian companies: D'Pùlpa Case

Edith Amelyam Barturen Coico K.; Belén López Rufasto M.; 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/laccei2024.1.1.591

Resumen

Studies on experiential marketing have revealed that many organizations have limitations in loyalty actions with their customers, having the need to analyze and apply strategies that generate the emotional connection between their products and/or services and their customers. This study investigates the relationship between experiential marketing and customer loyalty in D'Pulpa, Chiclayo, in 2023. With a quantitative methodology, it was applied, non-experimental with a causal correlational design with a transversal approach. It had a sample of 328 clients aged 16 to 30, to whom the questionnaire instrument was applied, using a Likert scale and simple random sampling. The results, supported by a Spearman correlation coefficient (RHO) of 0.759, indicate a strong association between the study variables and therefore the association includes variable 1 and the dimensions of variable 2. Concluding that it is important to invest in memorable experiences to cultivate lasting relationships with clientele; In addition, the experiences reinforce the distinctive perception of D' Pulpa in its sector, they fully connect with customers, the connections created are lasting and finally, loyalty is maintained through regular purchasing.

Instituciones: Universidad César Vallejo