Marketing viral: incidencia en la satisfacción del cliente en las pymes hoteleras, Manta.

Abstract

The objective of this research is to evaluate how Viral Marketing affects customer satisfaction of hotel Pymes, Manta. Using a quantitative approach, non-experimental correlational design, a Likert scale questionnaire applied to a sample consisting of 50 clients, the data obtained were analyzed using the SPSS version 27.0 program where the Cronbach's Alpha coefficient shows a result of 0.986, which demonstrates a high reliability; While the correlational analysis between the dependent and independent variables, the Spearman coefficient revealed a range of 0.893-0.100, demonstrating that there is a high positive relationship in the research variables. It was determined that viral marketing has a significant impact, since it influences the ability to choose and satisfy customers, highlighting the importance of adapting thesetactics to the needs of the market to optimize their effectiveness in the local hotel sector.