TY - GEN
T1 - Marketing digital y fidelización de clientes para una empresa MYPE de la industria publicitaria
AU - Rufasto-Villacorta, Blanca Estela
AU - Vásquez-Cortegana, Luis Wilfredo
AU - Valderrama-Puscan, Marlon Walter
AU - Mendoza-Castillo, Álvaro Larry Luis Felipe
AU - Ibáñez, Luisamaría Antonella Prado
AU - Arias Pereyra, Guillermo Paris
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - In this article we could analyze the relationship between digital marketing and customer loyalty of the company Publicidad Calín E.I.R.L in Jaén, where we could work with a sample of 207 customers of the company, to whom two questionnaires were applied with the Likert scale in order to be able to measure the level of these variables, using differential statistics to determine the correlation of the variables and allowing analysis to conclude that, if there is a relationship and with it concluded that the company is not giving a good follow-up to its customers continuously, also implement an appropriate digital marketing strategy where you will achieve customer loyalty.
AB - In this article we could analyze the relationship between digital marketing and customer loyalty of the company Publicidad Calín E.I.R.L in Jaén, where we could work with a sample of 207 customers of the company, to whom two questionnaires were applied with the Likert scale in order to be able to measure the level of these variables, using differential statistics to determine the correlation of the variables and allowing analysis to conclude that, if there is a relationship and with it concluded that the company is not giving a good follow-up to its customers continuously, also implement an appropriate digital marketing strategy where you will achieve customer loyalty.
KW - advertising compan
KW - customer loyalty
KW - Digital marketing
UR - http://www.scopus.com/inward/record.url?scp=85187280720&partnerID=8YFLogxK
U2 - 10.18687/LEIRD2023.1.1.231
DO - 10.18687/LEIRD2023.1.1.231
M3 - Contribución a la conferencia
AN - SCOPUS:85187280720
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
Y2 - 4 December 2023 through 6 December 2023
ER -