Influence of digital marketing strategies and customer loyalty in an entertainment company in Trujillo

Mendez-Gutierrez L.L.; Quichca-Vilchez M.D.R.; Navarrete-Rivasplata J.M.; Paredes-Olivera K.F. · 2025 IEEE International Conference on Technology Management, Operations and Decisions, ICTMOD 2025 (2025) · DOI: 10.1109/ictmod66732.2025.11371948

Resumen

The objective of this study was to determine the relationship between digital marketing strategies and customer loyalty in an entertainment company in Trujillo in 2024. A questionnaire was administered to 371 customers of the entertainment company. The results showed a Spearman correlation coefficient of 0.824 and a bilateral significance of 0.000 (ρ < 0.05), indicating a strong direct correlation between digital marketing strategies and customer loyalty. Additionally, it was demonstrated that flow, functionality, and feedback are significantly related to customer loyalty, with coefficients of 0.692, 0.727, and 0.720 respectively, and a bilateral significance of 0.000 (ρ < 0.05). The study concluded that the correct and timely implementation of digital marketing strategies significantly enhances customer loyalty levels.

Instituciones: Universidad Privada del Norte