Marketing experiencial: fidelización de los clientes en los restaurantes, sitio el Aromo- Manta.

Abstract

This study analyzes how experiential marketing influences customer loyalty in restaurants located in El Aromo, Manta. A mixed approach is used, using inductive and deductive methods, descriptive, correlational, bibliographic, and field research. Three dimensions were evaluated: sensory marketing, emotional marketing, and customer expectations. The results show that factors such as the environment, the service received, and emotional connection significantly influence customer satisfaction and loyalty. It is concluded that, in rural contexts where the product is typically prioritized, memorable expectations generate lasting bonds with the consumer. This study reinforces the importance of the experiential approach in Ecuadorian gastronomic marketing and offers practical recommendations for local businesses to integrate sensory and emotional strategies into customer service, achieving differentiation in competitive markets through experiences that inspire and build loyalty.