Content marketing strategy and the relationship with the customer experience at “h sport café” in Bahía de Caráquez

• Autores: Andrade Alvarado, Dayanara Monserrathe, Herrera Bartolomé, Jenny Carolina
• Formato: artículo
• Fecha de Publicación: 2024
• Institución: Universidad Nacional Jorge Basadre Grohmann
• Repositorio: Revistas - Universidad Nacional Jorge Basadre Grohmann
• Lenguaje: español
• OAI Identifier: oai:revistas.unjbg.edu.pe:article/1764
• Enlace del recurso: https://revistas.unjbg.edu.pe/index.php/eyn/article/view/1764
• Nivel de acceso: acceso abierto
• Materia: calidad; servicio; satisfacción; estrategias; marketing; quality; service; satisfaction; strategies

Currently, restaurant businesses are looking for sustainability alternatives in the context of content marketing to achieve better economic results. The objective of this study was aimed at determining content marketing strategies based on reach and digital media to achieve higher levels of customer influx. The methodology used from the investigative order was quantitative, which contributed to the statistical analysis and interpretation of the object and field of investigative study, which through the descriptive analytical method allowed the generation of criteria that contributed to effective content decision-making. A survey consisting of 10 questions on the Likert scale was applied to a sample of 96 clients through non-probabilistic random sampling. The statistical software SPSS v.26 to process the survey whose confidence yielded the result .805 of Cronbach's alpha. Among the most relevant results, content marketing strategies strengthen the relationship with customers who frequent H Sport Café.