Marketing estratégico: fidelización de clientes en el sector hotelero de la parroquia Manta.

Abstract

The objective of this study is to determine how strategic marketing influences customer loyalty in the hotel sector of Manta parish. A quantitative approach was applied, using a descriptive, longitudinal, and field-based design to statistically analyze the data collected. A 24-question survey was conducted with a target audience of 384 individuals, achieving a reliability score of 0.95. The correlations obtained reached 1, and SPSS software was used as an analytical tool. The results show that strategic marketing does influence customer loyalty in this sector. However, it is concluded that this loyalty is neither a permanent nor standardized condition, as it can fluctuate due to unexpected changes in consumer preferences and the country’s economic conditions. These factors can weaken the effectiveness of the implemented strategies, affecting the hotel sector’s ability to maintain a loyal customer base in the long term.