Marketing de eventos: su influencia en la fidelización de clientes del gym Power House, Manta.

Abstract

This study analyzes the influence of event marketing on customer loyalty at the Power House gym in Manta, Ecuador. The research explores how direct through events can strengthen consumers' emotional connection with the brand, promoting customer loyalty. Using a qualitative-quantitative approach, data were collected through structured Likert scale surveys, applied to a sample of 333 customers, randomly selected from a total population of2,500. The statistical results, processed in the SPSS program, reveal a significant correlation between event marketing and customer loyalty. With a Cronbach's Alpha coeficient of 0.937, the measurement instrument demonstrates high reliability, which supports the data. The correlational analysis between dependent and independent variables validates the hypothesis that experiential marketing strategies, especially those focused on events, influence to customer loyalty.