The influence of Inbound Marketing and the PDCA cycle on the adoption of best practices for customer loyalty in a retail SME

Mansilla R.R.; Hernandez V.V.; Paredes M.P.; Sifuentes C.T. · Congreso Internacional de Innovacion y Tendencias en Ingenieria, CONIITI (2024) · DOI: 10.1109/coniiti64189.2024.10854790

Resumen

This article analyzes the influence of Inbound Marketing and the PDCA cycle (Plan, Do, Check, Act) on the adoption of best practices for customer loyalty in a small and medium-sized enterprise (SME) in the retail sector. Inbound Marketing, focused on attracting and retaining customers through relevant content, is combined with the PDCA cycle, which seeks to continuously improve processes. The implementation of these strategies allows the SME to develop a customer-centric approach, adapting to their needs and generating loyalty through the delivery of value. This study highlights the importance of these practices in customer loyalty within the context of the retail sector. The results showed that the combination of these two strategies enabled the company to improve its ability to attract and retain customers, as well as to adapt agilely to the changing needs and preferences of the market.

Instituciones: Universidad Peruana de Ciencias Aplicadas