Citas bibligráficas
Ascona, K., Tocasque, N. (2023). Estrategias de marketing en la captación de clientes de la Caja Municipal de Ahorro y crédito Ica, agencia San Vicente 2023 [Universidad Nacional de Cañete]. https://hdl.handle.net/20.500.14559/130
Ascona, K., Tocasque, N. Estrategias de marketing en la captación de clientes de la Caja Municipal de Ahorro y crédito Ica, agencia San Vicente 2023 []. PE: Universidad Nacional de Cañete; 2023. https://hdl.handle.net/20.500.14559/130
@misc{renati/493562,
title = "Estrategias de marketing en la captación de clientes de la Caja Municipal de Ahorro y crédito Ica, agencia San Vicente 2023",
author = "Tocasque Perez, Nathaly Irma",
publisher = "Universidad Nacional de Cañete",
year = "2023"
}
The present research presented in this thesis was carried out with the objective of determining the effect of the marketing strategy in attracting customers of the Caja Municipal de Ahorro y Crédito Ica - San Vicente 2023 agency. The type of research with quantitative approach, corresponds to the correlational - descriptive level and non-experimental design. The relationship between the variables marketing strategy and customer acquisition was studied through their respective dimensions: segmentation, digital marketing, brand positioning and flyer advertising for the variable customer acquisition with its dimensions: acquisition of savings customers and acquisition of borrower customers. The population consisted of 300 customers of the Caja Municipal de Ahorro y Crédito. The selected sample consisted of 169 clients of the caja municipal de ahorro y Crédito Ica, to whom a survey was applied, using the questionnaire as an instrument. The data obtained were processed and analyzed using Excel and the SPSS version 25 statistical software. To determine the correlation between the variables, Spearman's parametric test was used, obtaining a P-value = 0.00, that is, a P < 0.05, which shows that the marketing strategy is significantly related to the attraction of customers of the Caja Municipal de Ahorro y Crédito ICA, San Vicente Agency.
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