Marketing estratégico: incidencia en la captación de clientes de la franquicia Esquina de Ales, Manta.

Abstract

The present research seeks to determine the incidence of strategic marketing in attracting customers of the Esquina de Ales franchise in Manta, through a mixed qualitative study with a non-experimental cross-sectional design and correlational scope. A structured survey of 19 items with a Likert scale was applied to 383 people from the economically active population, whose validity was confirmed through the SPSS v.25 software with a Cronbach’s alpha of 0.994. The results showed a perfect high correlation (Rho=0.997) between the study variables, evidencing the significant relationship between the marketing strategies implemented and the franchise’s ability to attract and retain customers, thus validating the proposed research hypothesis.