Bibliographic citations
Riascos, J., (2023). Marketing digital como estrategia de satisfacción y fidelización de clientes en el departamento de San Martín, 2022 [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/4827
Riascos, J., Marketing digital como estrategia de satisfacción y fidelización de clientes en el departamento de San Martín, 2022 []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2023. http://hdl.handle.net/11458/4827
@phdthesis{renati/1054006,
title = "Marketing digital como estrategia de satisfacción y fidelización de clientes en el departamento de San Martín, 2022",
author = "Riascos Armas, Juan Orlando",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2023"
}
The general objective of the research entitled "Digital marketing as a strategy for customer satisfaction and loyalty in the department of San Martín" was to design a digital marketing model as a strategy for customer satisfaction and loyalty. This is a basic type of research with a descriptive and propositional level, where the survey was applied to 384 customers in the department of San Martín. The results led to the design of a digital marketing model as a strategy for customer satisfaction and loyalty in the department of San Martin. This model allows to analyze from the perspective of digital marketing in terms of its criteria of visibility, content, segmentation and interaction with the user, and then focus on the aspects of satisfaction in the criteria of intent to use the brand again, recommend the brand, make positive comments and exceeded expectations. It is also very important to evaluate the aspect of loyalty in its criteria of cognitive loyalty, affective loyalty, conative loyalty and active loyalty. By implementing all these aspects, digital marketing will improve customer satisfaction and loyalty, and as a main conclusion, it is demonstrated that digital marketing variable is significantly related to customer satisfaction and loyalty to a degree of 0.776 according to the Rho Spearman statistic used.
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