Marketing experiencial y su influencia en la satisfacción de clientes: tasty food Uleam, Manta.

Abstract

This research analyzes the relationship between experiential marketing and customer satisfaction at the university restaurant Tasty Food of Universidad Laica Eloy Alfaro de Manabí (ULEAM), located in Manta. A quantitative approach was employed, with a correlational, cross-sectional, and deductive design, using a structured questionnaire with 51 items applied to 378 participants, including students, faculty, and administrative staff. Factor analysis confirmed the validity and reliability of the theoretical dimensions—sensory experience, emotional experience, empathy, reliability, responsiveness, and tangible elements; however, the presence of cross-loadings was also observed in certain factors. The results revealed a strong correlation between the dimensions of experiential marketing and customer satisfaction, highlighting that sensory and emotional aspects are key determinants. Additionally, Cronbach's Alpha indicated high levels of internal consistency (above 0.96), validating the robustness of the instrument. It is concluded that the implementation of experiential marketing strategies is positively related to customer satisfaction.