Marketing experiencial: Percepción de los clientes en el uso de autocajas en los comisariatos, Manta.

Abstract

The main objective of this research is to know how experiential marketing affects the perception of customers in the use of self-checkouts in the main commissaries, Manta; being carried out through a quantitative and qualitative study, of a non-experimental, field and causal nature, of inductive method; under a descriptive and correlational scope; using a structured survey on a 5-point Likert scale, being validated through the IBM SPSS version 21 statistical program. As results, the reliability analysis obtained using Cronbach’s alpha coefficient yielded a level of 0.960, which indicates a very high level of internal consistency in the questionnaire measures, supporting the robustness andreliability of the measurement instrument used in this study.