Please use this identifier to cite or link to this item: https://repositorio.uleam.edu.ec/handle/123456789/6811
Title: Marketing digital y su influencia en la fidelización de clientes de kbana producciones-Manta.
Authors: Figueroa González, Nicole Antonela
Keywords: MARKETING
PUBLICIDAD
IMAGEN
Issue Date: 2024
Citation: Figueroa González, N. A. (2024). Marketing digital y su influencia en la fidelización de clientes de kbana producciones-Manta. (Artículo Científico). Universidad Laica Eloy Alfaro de Manabí, Manta, Ecuador.
Series/Report no.: ULEAM-MKT;0164
Abstract: The objective of this research is to determine how digital marketing influences customer loyalty at Kbana Producciones. Through a qualitative-quantitative, documentary, field, explanatory, bibliographic, exploratory, transversal and correlational approach, applying a research design of data collection, measurement and analysis. The collection of theoretical information and background information related to the topic is mainly carried out, opting for a survey aimed at a population of 305 inhabitants of the canton, structured on a 5-point Likert scale on digital marketing and customer loyalty indicators. The data obtained were analyzed using the SPSS version-21 program, using coefficients such as Kendall and Spearman, yielding a value of 0.773-0.891, demonstrating that there is a high positive relationship between variables. This data allows Kbana Production’s to optimize its loyalty strategies, creating a more attractive digital experience, aligned with the preferences of its customers, and reinforcing their loyalty.
Description: La presente investigación tiene como objetivo determinar de que manera el marketing digital influye en la fidelización de clientes de Kbana Producciones. Mediante un enfoque cuali-cuantitativo, de tipo documental, de campo, explicativo, bibliográfico, exploratorio, transversal y correlacional, aplicando un diseño de investigación de recolección, medición y análisis de datos.
URI: https://repositorio.uleam.edu.ec/handle/123456789/6811
Appears in Collections:INGENIERÍA EN MARKETING

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