Impact of experiential marketing on customer loyalty in a shopping mall, San Miguel, 2024

Jair Patiño-Rivas R.; Hugo Fernández-Bedoya V. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/laccei2025.1.1.883

Resumen

The objective of the study was to identify the “Impact of experiential marketing on customer loyalty in a shopping mall, San Miguel, 2024”. The research developed a quantitative approach, applied, causal correlational, non-experimental and cross-sectional design. The population consisted of 700 customers of the shopping mall studied. The sample consisted of 341 customers. The technique applied was the virtual survey. The instrument consisted of 19 items, which was validated qualitatively and quantitatively, endorsed by 4 expert judges. Results were also obtained from the measurement of the levels of the variables and dimensions, as well as statistics such as ANOVA, R-squared, and the identification of coefficients through regression. It was concluded that experiential marketing has a significant impact on customer loyalty in a shopping mall, San Miguel, 2024, as well as its dimensions.

Instituciones: Universidad César Vallejo