Bibliographic citations
Chirinos, Y., (2024). Branding y comportamiento del consumidor en el consultorio dental Miguel A. Arias Albitres de San Pedro de Lloc, Pacasmayo, 2023 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/53491
Chirinos, Y., Branding y comportamiento del consumidor en el consultorio dental Miguel A. Arias Albitres de San Pedro de Lloc, Pacasmayo, 2023 [Tesis]. PE: Universidad Privada Antenor Orrego; 2024. https://hdl.handle.net/20.500.12759/53491
@misc{renati/1342566,
title = "Branding y comportamiento del consumidor en el consultorio dental Miguel A. Arias Albitres de San Pedro de Lloc, Pacasmayo, 2023",
author = "Chirinos Albitres, Yessica Maritza",
publisher = "Universidad Privada Antenor Orrego",
year = "2024"
}
This research aimed to determine the relationship between branding and consumer behavior at the Miguel A. Arias Albitres dental clinic, located in San Pedro de Lloc, Pacasmayo, in 2023. The study employed a quantitative approach with a non- experimental, cross-sectional, and correlational design. The sample included 248 patients, who were administered a highly reliable questionnaire (reliability coefficient > 0.9), validated by five experts. The results showed a significant relationship between the variables studied (rho = 0.508; sig. = 0.000), indicating a considerable positive relationship. This suggests that there is a significant relationship between branding and consumer behavior, depending on the patients' needs and expectations. A limitation of the study was the extended time required for data collection; however, the total sample was completed. It is important to highlight that the company provided facilities for conducting the research, which allowed for valuable results. It is recommended to develop digital branding strategies using tutorials on the social networks preferred by the clients, aiming to improve customer service and optimize waiting times
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