Strategies Based on Digital Media and Customer Satisfaction at a Cinema Company of Trujillo - Perú

Alcázar-Aranda A.N.; Valdivia-Diestra J.E.; Ciezamostacero S.E.; Mori-Ugarte C.E.; Flores-Rodriguez L.A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.117

Resumen

The general objective of the study was to determine the relationship between the strategies based on digital media and the satisfaction of the clients of Cineplanet - Real Plaza, Trujillo headquarters, in the year 2023, among the months of April and July, having as a population people between 18 and 50 years old, who have made at least one online purchase and who have attended the headquarters at least once in 2023, delimited in a sample of 232 people, established in a methodology with a quantitative approach, quantitative approach, of basic type and non-experimental design of simple cross-correlational section, whose technique and the instrument used was the survey and the questionnaire, respectively. In the results, a medium level (60.8%) was found in the strategies based on digital media, in addition, 64.7% of people satisfied with the Cineplanet Real Plaza service were found, finally, a correlation was found between the strategies based on digital media and the purchase experience of high positive level (0.401), with the quality of digital content of moderate positive level (0.308) and with the perceived value of moderate positive level (0.387). Thus, it was concluded through Kendall's Tau-b that the relationship was significant and of a high level (0.477) between the variables.

Instituciones: Universidad Privada Antenor Orrego