Neuromarketing y su incidencia en la captación de clientes de casas de apuestas SORTI-Manta.

Abstract

The objective of this research is to analyze the impact of neuromarketing on customer acquisition in SortiManta betting houses. Through a qualitative-quantitative approach, documentary, field, explanatory, bibliographic, exploratory, transversal and correlational research, with a research design of data collection, measurement and analysis. The collection of theoretical information on topics and background related to the research topic is mainly carried out. Subsequently, a survey was carried out on a group of 371 clients of the Sorti-Manta betting houses structured on a Likert scale on the neuromarketing and customer acquisition indicators, validated using the SPSS version-21 program, using Spearman as compensation coefficient, obtaining a result of 0.778, demonstrating that there is a positive relationship respectively between the examined variables in question. This data allows betting houses to optimize their recruitment strategies, creating a more attractive user experience.