TY - GEN
T1 - Estrategia de Engagement para la Fidelización de clientes en una empresa peruana
AU - Arango-Huancahuari, Isabel Esperanza
AU - Ponce-Medina, Shiomara Aracelli
AU - Berrospi-Ytahashi, Alfredo Martín
AU - Panez-Bendezú, Miguel Humberto
AU - Vargas-Merino, Jorge Alberto
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - The general objective of this research was to identify how the engagement strategy affects customer loyalty of Econolentes, Metropolitan Lima 2021. In this sense, a non-experimental, cross-sectional design was used, with a quantitative and explanatory level approach. The population under study was infinite, made up of clients over 18 years of age who interact with the company in person, online or both. We worked with a non-probabilistic sample for convenience, made up of 150 clients. The technique used was the survey. The instrument used to measure the variables was the Likert-type ordinal scale questionnaire, which obtained a Cronbach's alpha of 0.94, which means excellent statistical reliability. and a content validation of 89% by experts. Overall, it is concluded that the Engagement Strategy has a 68.3% impact on customer loyalty of the company Econolentes, Metropolitan Lima 2021, identified through regression analysis, with a significance level of 0.000 and a correlation coefficient of 0.827, which indicates that applying Engagement Strategies is beneficial to ensure customer continuity.
AB - The general objective of this research was to identify how the engagement strategy affects customer loyalty of Econolentes, Metropolitan Lima 2021. In this sense, a non-experimental, cross-sectional design was used, with a quantitative and explanatory level approach. The population under study was infinite, made up of clients over 18 years of age who interact with the company in person, online or both. We worked with a non-probabilistic sample for convenience, made up of 150 clients. The technique used was the survey. The instrument used to measure the variables was the Likert-type ordinal scale questionnaire, which obtained a Cronbach's alpha of 0.94, which means excellent statistical reliability. and a content validation of 89% by experts. Overall, it is concluded that the Engagement Strategy has a 68.3% impact on customer loyalty of the company Econolentes, Metropolitan Lima 2021, identified through regression analysis, with a significance level of 0.000 and a correlation coefficient of 0.827, which indicates that applying Engagement Strategies is beneficial to ensure customer continuity.
KW - Communication
KW - Customer loyalty
KW - Emotional bond
KW - Engagement strategy
KW - Quality of service
UR - https://www.scopus.com/pages/publications/85172294350
M3 - Contribución a la conferencia
AN - SCOPUS:85172294350
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Y2 - 19 July 2023 through 21 July 2023
ER -