TY - GEN
T1 - ESTRATEGIAS DE STORYTELLING Y FIDELIZACIÓN DE CLIENTES EN PYMES DE CALZADO EN TRUJILLO, LA LIBERTAD
AU - Arevalo Tello, Ana Luz
AU - Vigo Ramos, Nidia Estela
AU - Medina Gamero, Aldo
N1 - Publisher Copyright:
© LEIRD 2025.All rights reserved.
PY - 2025
Y1 - 2025
N2 - The main objective was to establish the relationship between storytelling strategies and customer information for footwear SMEs in Trujillo. To conduct this study, a theoretical framework on the stages of storytelling was reviewed, and national and international background information that supports the research hypothesis was analyzed. The methodology used a quantitative, relational approach, with a sample of 250 participants. Information was also collected on companies that currently face difficulties in creating stories that communicate their identity, which limits their ability to establish emotional bonds with their customers. A moderate positive correlation was found between the study variables, with a bilateral significance level of sig=0.001 <0.05. It was concluded that SMEs that manage to tell authentic, relevant stories aligned with their customers' internal needs are more likely to build lasting and sustainable relationships with them.
AB - The main objective was to establish the relationship between storytelling strategies and customer information for footwear SMEs in Trujillo. To conduct this study, a theoretical framework on the stages of storytelling was reviewed, and national and international background information that supports the research hypothesis was analyzed. The methodology used a quantitative, relational approach, with a sample of 250 participants. Information was also collected on companies that currently face difficulties in creating stories that communicate their identity, which limits their ability to establish emotional bonds with their customers. A moderate positive correlation was found between the study variables, with a bilateral significance level of sig=0.001 <0.05. It was concluded that SMEs that manage to tell authentic, relevant stories aligned with their customers' internal needs are more likely to build lasting and sustainable relationships with them.
KW - Customer Experience
KW - Loyalty
KW - Storytelling Strategy
UR - https://www.scopus.com/pages/publications/105032443407
U2 - 10.18687/LEIRD2025.1.1.813
DO - 10.18687/LEIRD2025.1.1.813
M3 - Contribución a la conferencia
AN - SCOPUS:105032443407
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Rivas Matta, Rodolfo Andr�s
T2 - 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025
Y2 - 1 December 2025 through 3 December 2025
ER -