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Tenorio, M., (2022). El marketing digital y su relación con la captación de clientes en la empresa Oxígeno Christian SAC, 2021 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/32930
Tenorio, M., El marketing digital y su relación con la captación de clientes en la empresa Oxígeno Christian SAC, 2021 [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/32930
@misc{renati/1676135,
title = "El marketing digital y su relación con la captación de clientes en la empresa Oxígeno Christian SAC, 2021",
author = "Tenorio Penachi, Mariela Liset",
publisher = "Universidad Privada del Norte",
year = "2022"
}
Title: El marketing digital y su relación con la captación de clientes en la empresa Oxígeno Christian SAC, 2021
Authors(s): Tenorio Penachi, Mariela Liset
Advisor(s): Mayuri Ramos, Elizabeth
Keywords: Marketing en internet; Relaciones con los clientes; Tecnología; Digital marketing; Customer acquisition; Technologies
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 19-Oct-2022
Institution: Universidad Privada del Norte
Abstract: La presente investigación tuvo como objetivo determinar la relación entre el Marketing Digital y la Captación de clientes en la empresa Oxígeno Christian SAC; para lo cual el estudio se basó en una metodología de enfoque cuantitativo, alcance correlacional, diseño no experimental de corte transversal, utilizando como instrumento a un cuestionario compuesto por 28 ítems, los cuales se encuentran alineados a las dimensiones marketing en la web, marketing por email, marketing en redes sociales, conocimiento de necesidades, conocimiento de oferta y servicio diferenciado. A su vez, mediante un muestreo de tipo probabilístico simple para poblaciones finitas, se consideró como muestra a 81 clientes de la empresa analizada, contando con la encuesta como técnica para la recolección de datos y el cuestionario como instrumento. Para el análisis de datos, se consideraron 3 etapas (Análisis de confiabilidad, descriptivo e inferencial), obteniendo en primera instancia un coeficiente Alfa de Cronbach igual a 0.976. El autor pudo concluir en que existe una relación entre ambas variables de investigación en el contexto estudiado, gracias a la obtención de un valor sig. igual a 0.000 y un coeficiente de correlación Rho de Spearman igual a 0.717. A su vez, fue posible aceptar las tres hipótesis específicas planteadas, las cuales refirieron a correlaciones positivas entre las dimensiones de la variable independiente frente a la captación de clientes.
The present research aimed to determine the relationship between Digital Marketing and customer acquisition in the company Oxígeno Christian SAC; for which the study was based on a quantitative approach methodology, correlational scope, non-experimental cross-sectional design, using as an instrument a questionnaire composed of 28 items, which are aligned to the dimensions web marketing, email marketing, social media marketing, knowledge of needs, knowledge of supply and differentiated service. In turn, by means of a simple probability sampling for finite populations, 81 clients of the company analyzed were considered as a sample, with the survey as the data collection technique and the questionnaire as the instrument. For the data analysis, 3 stages were considered (reliability, descriptive and inferential analysis), obtaining in the first instance a Cronbach's Alpha coefficient equal to 0.976. The author was able to conclude that there is a relationship between both research variables in the context studied, thanks to obtaining a sig. value equal to 0.000 and a Spearman's Rho correlation coefficient equal to 0.717. In turn, it was possible to accept the three specific hypotheses proposed, which referred to positive correlations between the dimensions of the independent variable versus customer acquisition.Key words: Digital marketing, Customer acquisition, Technologies.
The present research aimed to determine the relationship between Digital Marketing and customer acquisition in the company Oxígeno Christian SAC; for which the study was based on a quantitative approach methodology, correlational scope, non-experimental cross-sectional design, using as an instrument a questionnaire composed of 28 items, which are aligned to the dimensions web marketing, email marketing, social media marketing, knowledge of needs, knowledge of supply and differentiated service. In turn, by means of a simple probability sampling for finite populations, 81 clients of the company analyzed were considered as a sample, with the survey as the data collection technique and the questionnaire as the instrument. For the data analysis, 3 stages were considered (reliability, descriptive and inferential analysis), obtaining in the first instance a Cronbach's Alpha coefficient equal to 0.976. The author was able to conclude that there is a relationship between both research variables in the context studied, thanks to obtaining a sig. value equal to 0.000 and a Spearman's Rho correlation coefficient equal to 0.717. In turn, it was possible to accept the three specific hypotheses proposed, which referred to positive correlations between the dimensions of the independent variable versus customer acquisition.Key words: Digital marketing, Customer acquisition, Technologies.
Link to repository: https://hdl.handle.net/11537/32930
Discipline: Administración
Grade or title grantor: Universidad Privada del Norte. Facultad de Negocios
Grade or title: Licenciado en Administración
Juror: Sanchez Povis, Abelardo Favio; Silvera Arcos, Susan Madeleine; Pedroza San Miguel, Rosa Diana
Register date: 28-Mar-2023
This item is licensed under a Creative Commons License