Marketing sensorial: fidelización de clientes en sombreros de paja toquilla. Tienda “MODESTO HATS” de Montecristi.

Abstract

The purpose of this research is to determine how Sensory Marketing influences Customer Loyalty in Toquilla Straw Hats. “Modesto Hats” store in Montecristi, through a qualitative-quantitative approach, in which theoretical and relevant information was collected, opting for a survey directed at a group of people of 54 clients of this commercial entity, structured on a Likert scale of 5 points on the indicators of sensory marketing and customer loyalty. Those data obtained were analyzed using the SPSS version-21 program, using the Spearman correlation coefficient, resulting in an approximate range of 0.864, demonstrating that there is a high positive relationship respectively in the research variables. Sensory marketing has a significant impact on customer loyalty, since it appeals directly to the senses, creating memorable and satisfactory experiences with consumers, in order to strengthen their loyalty and obtain greater brand recognition.