Marketing experiencial y su incidencia en la percepción de los consumidores en "MANABIGAMES"- Manta.

Abstract

The purpose of this research is to analyze the incidence of experiential marketing on the perception of consumers in "ManabiGames" in the city of Manta. Through a mixed approach, descriptive, cross-sectional, field and bibliographic research, theoretical information was collected on topics and background related to the research topic. Subsequently, an interview and a questionnaire based on a Likert scale were conducted with a nonprobabilistic sample of fifty frequent customers of ManabiGames, selected for convenience. The questions were designed to collect information on the indicators of experiential marketing and the perception of the quality of the services offered by ManabiGames. Data analysis was conducted using SPSS with Spearman's correlation, resulting in a value of 0.971. This indicates an extremely strong relationship between experiential marketing and consumer perception, suggesting that enhancing the customer experience significantly improves perceived quality.