Relación entre marketing experiencial, satisfacción e intención de recompra en clientes gastronómicos de 20 a 50 años en Lima Metropolitana.
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Advisors
Berdejo Chávez, Pedro RubénIssue Date
2024-06-26Keywords
Marketing experiencialSatisfacción del cliente
Propensión a recomprar
Experiencia emocional
Valor percibido
Experiential marketing
Customer satisfaction
Propensity to repurchase
Emotional experience
Perceived value
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The relationship between experiential marketing, customer satisfaction and repurchase intention of consumers in the gastronomic sector aged 20 to 50 in Metropolitan Lima during 2023.Additional Links
https://audio.com/raupc/audio/13842Abstract
La empresa alimenticia en Lima Capital se enfrenta a un mercado extremadamente competitivo y una clientela cada vez más demandante, buscando experiencias sensoriales más que solas placer al paladar. En este contexto, el presente estudio se planteó indagar acerca de la conexión entre el marketing experiencial, el contentamiento del consumidor y la propensión a comprar nuevamente en clientes de entre 20 y 50 años. Con tal fin, se encuestó a 294 individuos mediante un cuestionario adaptado de investigaciones anteriores. Los resultados evidencian que el marketing experiencial incide en la satisfacción del cliente, aumentando así la probabilidad de vuelta a adquirir en la tienda. Asimismo, se encontró una asociación positiva entre la experiencia emotiva y el valor apreciado por los consumidores. Estos hallazgos recalcan la importancia de ofrecer experiencias distintas y gratificantes a los comensales, con la meta de propulsar la fidelidad y la recompra en un mercado tan feroz como el actual.The food company in Lima Capital faces an extremely competitive market and an increasingly demanding clientele, seeking sensory experiences rather than just pleasure to the palate. In this context, the present study aimed to investigate the connection between experiential marketing, customer satisfaction, and propensity to buy again in clients aged 20 to 50. To this end, 294 individuals were surveyed using a questionnaire adapted from previous research. The results show that experiential marketing influences customer satisfaction, thus increasing the probability of returning to purchase at the store. Likewise, a positive association was found between emotional experience and the value appreciated by consumers. These findings emphasize the importance of offering unique and rewarding experiences to diners, with the goal of promoting loyalty and repurchase in such a fierce market as the current one.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessLanguage
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