Systematic review on the impact of new tics as a means of loyalty in SMEs in the mining sector in Cajamarca, during the periods 2011 to 2021

Montenegro D.A.G.; Mego I.C.V. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/laccei2022.1.1.137

Resumen

Through the exploration of20 scientific research articles published in Latin American countries duringtheperiod2011-2021, thisworkaimstodiscover the relationshipofnewtechnologiesandcommunication uses withconsumerloyaltyinSMEs, toimprovestrategies relationshipthatexistsbetweenthesetwovariables. Likewise, thestudywasexploratoryinscope, qualitative approach and inductivemethod, startingfromtheparticularitiestothemost general, usingthesystematic reviewmethodology, aswell as theanalysisandsynthesismethodthatinclude text review, detection, extraction consultation/data collection and integration. As a result of the research carried out, it is inferred that new communication technologies and uses (ICT)playan importantroleinconsumerloyalty, therefore they must be continuously investigated by the brand or company; However, duetotechnologicaladvancement, SMEs have updatedtheirelectronicmarketing strategies so that consumerscanhavea pleasantshoppingexperience, and in thisway, thelong-termrelationshipbetweencustomers and brandsiscloser.

Instituciones: Universidad Privada del Norte