Marketing viral y su incidencia en la captación de clientes en restaurantes playita mía-Manta.

Abstract

Given the growing use of digital platforms and the competitiveness of the gastronomic sector, Playita Mía restaurants in Manta face the challenge of increasing their customer acquisition, mainly through digital marketing strategies that respond to new market demands. The main objective was to determine how digital marketing strategies, especially the use of social networks and customer service, impact customer acquisition in this area. The methodology used was descriptive and non-experimental, with a mixed approach (qualitative and quantitative) and a cross-sectional design. For the analysis of the data, the SPSS Statistics version 20 software was used, measuring various indicators according to the key dimensions that affect customer acquisition. The results obtained show that active presence on social networks, combined with quality customer service, has a significant impact on consumers' decision to visit Playita Mía restaurants. In addition, it was identified that the quality of service and digital interaction are decisive factors in customer loyalty. In conclusion, well-executed digital marketing strategies are essential to improve the visibility and competitiveness of Playita Mía restaurants.