Citas bibligráficas
Chunga, B., (2019). Estrategias de fidelización de E-Commerce en relación a la decisión de compra en las tiendas por departamento dentro de la categoría tecnología [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/650424
Chunga, B., Estrategias de fidelización de E-Commerce en relación a la decisión de compra en las tiendas por departamento dentro de la categoría tecnología [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/650424
@misc{renati/389489,
title = "Estrategias de fidelización de E-Commerce en relación a la decisión de compra en las tiendas por departamento dentro de la categoría tecnología",
author = "Chunga Rebaza, Bruno",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
The subject of this research focuses on "Strategies to earn customer loyalty in E-Commerce, in relation to their purchase decisions in the Technology Department at department stores in Lima Metropolitan. The content has been divided into three parts: An introduction, three chapters containing the theoretical framework, methodology and field-testing, and finally, conclusions (discussion and implications found in the research). This research will support the new role E-Commerce plays in customers’ purchase decisions. In this respect, brands are developing new strategies such as CRM, Inbound, Marketing or Remarketing and a series of actions has been found, such as e-mail marketing, that has a great influence, but the importance of brand saturation must be lost. The Methodology of Estrada (2017), which studies the process of loyalty fostering in relation to purchase decisions in department stores in Colombia, facilitated the design and scope of this academic research. The design is non-experimental, cross-sectional, and of correlational scope, because it observes and details two actions at specific moments. The first results of the study include opinions of the online target audience, to the influence of loyalty fostering actions on the purchase decision on two different purchasing scenarios (Webrooming, Showrooming and Online). At the same time, a mixed approach was used (i.e. qualitative and quantitative). From the aforementioned, it is inferred that the most valued actions for the consumer are E-mail Marketing and Premium (personalized) services offerings.
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