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    Marketing digital y fidelizaci贸n de clientes en el desarrollo de la sostenibilidad comercial de la regi贸n Jun铆n

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    Objective. To determine the relationship between digital marketing and customer loyalty in the development of commercial sustainability in the province of Tarma, Jun铆n region (Peru). Methods. The research had a quantitative approach and was of basic type, correlational level and non-experimental-cross-sectional design; two instruments were used: the digital marketing questionnaire and the customer loyalty questionnaire. The first questionnaire consisted of 12 items referring to the dimensions of digital marketing and the second consisted of 15 items referring to the dimensions of customer loyalty. The sample consisted of 120 customers of commercial establishments in the province of Tarma. Results. 47.5 % of respondents considered that the implementation of digital marketing in commercial establishments is regular, 36.7 % considered that there is a low implementation and only 15.8 % considered that there is a high implementation of digital marketing. Referring to the customer loyalty questionnaire, 63.3 % considered that customer loyalty in commercial establishments occurs regularly, 21.7 % considered that customer loyalty is high and 15 % considered that customer loyalty is low. Conclusion. There is a direct and statistically significant relationship between digital marketing and customer loyalty in the development of sustainability in the province of Tarma, Jun铆n region.Objetivo. Determinar la relaci贸n entre marketing digital y fidelizaci贸n de clientes en el desarrollo de la sostenibilidad comercial de la provincia de Tarma, regi贸n Jun铆n (Per煤). M茅todos. La investigaci贸n tuvo un enfoque cuantitativo y fue de tipo b谩sico, nivel correlacional y dise帽o no experimental-transversal; se emplearon dos instrumentos: el cuestionario de marketing digital y el cuestionario de fidelizaci贸n de clientes. El primer cuestionario const贸 de 12 铆tems referidos a las dimensiones de marketing digital y el segundo const贸 de 15 铆tems referidos a las dimensiones de la fidelizaci贸n de clientes. La muestra estuvo conformada por 120 clientes de establecimientos comerciales de la provincia de Tarma. Resultados. El 47,5 % de encuestados consider贸 que la implementaci贸n del marketing digital en los establecimientos comerciales se da de forma regular, el 36,7% consider贸 que hay una baja implantaci贸n y solo el 15,8 % consider贸 que hay una alta implantaci贸n del marketing digital. Referente al cuestionario de fidelizaci贸n de clientes, el 63,3 % consider贸 que la fidelizaci贸n de clientes en los establecimientos comerciales se da de forma regular, el 21,7 % consider贸 que la fidelizaci贸n de clientes es alta y el 15% considera que la fidelizaci贸n de clientes es baja. Conclusi贸n. Existe relaci贸n directa y estad铆sticamente significativa entre marketing digital y fidelizaci贸n de clientes en el desarrollo de la sostenibilidad de la provincia de Tarma, regi贸n Jun铆n
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