Influencia del marketing experiencial en la fidelización de clientes en restaurantes: Playa La Tiñosa, Manta.

Abstract

The objective of this research is to determine how experiential marketing influences customer loyalty in the restaurants of the Tiñosa beach in Manta. Methodologically it is quali-quantitative, cross-sectional, documentary, field, descriptive, explanatory, correlational, bibliographic. Through it, relevant theoretical information was collected on the background and conceptualizations linked to the research topic, then, surveys were conducted to 384 inhabitants that constitute the PEA of Manta, the questions were designed on a Likert scale, using indicators established according to experiential marketing and customer loyalty. The data obtained were analyzed by means of SPSS system version 27, using the Spearman's correlation coefficient, resulting in 0,722", indicating a high positive correlation between the two variables. Currently, experiential marketing does influence customer loyalty in the restaurants ofTiñosa beach, by creating and providing experiences that generate deep feeling and belonging to the brand.