Through the exploration of 29 scientific research articles published in the world during the periods 2016-2022, the objective of the work is to Evaluate whether digital marketing influences customer loyalty strategies in service companies. Likewise, the present study is based on an inductive method starting from the specific to the general using the systematic review methodology; as well as an analysis and synthesis methodology that includes the review of scientific article bases, repositories, specialized journals; detection, query extraction, collection and integration of data. From the result of the investigation, it is concluded that digital media have a great reception in the service category, due to its great reach with its public objective and the proximity that it projects when in contact with its environment, in this way it can communicate a clear and direct message in a few min...

RESUMEN El presente libro tiene como objetivo principal ser una guía práctica para todo emprendedor que desee o iniciar un proyecto de negocio, o ampliar su negocio mediante un valor agregado o ver, sobre todo, un modelo a seguir para que esté totalmente convencido de que la pandemia no puede ser vista como una óptica de amenaza, sino más bien como una oportunidad, y dicha oportunidad está enmarcada y libre para todos, solo basta poder darle énfasis en cristalizar esta nueva normalidad para que generen nuevos ingresos.

The study's main purpose was to determine the association between employer branding and organizational commitment in a company specializing in technological solutions for payment systems in Peru. The research was characterized by having a quantitative approach, being basic and with a nonexperimental - transversal design and a correlational scope. We worked with a census sample of 85 employees of the company studied, to which two questionnaires were applied, the first to measure the employer branding variable with 28 items, and the second to measure the organizational commitment variable with 26 items. Both instruments reported high reliability, evidenced by Cronbach's coefficients of 0.967 and 0.925, respectively. The results showed a statistically significant association (r=0.690; p<0.001) between both variables, indicating a moderate-magnitude positive relationship. In conclusión, it ...

The objective of this research is to identify the relationship between social media marketing and customer loyalty in a restaurant in Cieneguilla, Peru. The study aims to highlight the importance of leveraging technological innovation to strengthen customer loyalty and improve business competitiveness in the current context. The study fills a gap by exploring how social media marketing affects customer loyalty in a specific sector such as restaurants, an area that has been under-researched in the context of Cieneguilla. Although previous studies have addressed the relationship between social media and loyalty, no comprehensive analysis has been conducted in this geographic and commercial area. The study has a quantitative approach, correlational type, and non-experimental design. A sample of 385 restaurant customers was used, with questionnaires of 22 items for the social media marketing...

El propósito principal del estudio fue conocer la asociación entre la cultura de innovación y la creatividad empresarial de los emprendedores del distrito de Aucallama, Perú. La investigación se caracterizó por tener un enfoque cuantitativo, siendo básica y con un diseño no experimental – transversal y un alcance correlacional. Se trabajó con una muestra censal constituida por 76 emprendedores que residen distrito de Aucallama, a la que se le aplicó dos cuestionarios, el primero de estos para medir la variable cultura de innovación con 27 ítems, y el segundo para medir la variable creatividad empresarial con 23 ítems. Ambos instrumentos reportaron una alta confiabilidad, evidenciada por coeficientes de Cronbach de 0.918 y 0.915, respectivamente. Los resultados evidenciaron una asociación estadísticamente significativa (Rho=0.755; p<0.001) entre ambas variables, lo que se...

La investigación tiene como objetivo diseñar una estrategia educativa para potenciar el rendimiento académico universitario sustentada en un modelo de gestión de la satisfacción estudiantil. La metodología se sustenta en un paradigma sociocrítico, mediante un enfoque mixto de diseño concurrente. Es una investigación aplicada educacional, teniendo un alcance transformativo; como principal método cualitativo se utilizó el estudio de casos seleccionando a 106 estudiantes y 06 docentes. Las técnicas aplicadas fueron una encuesta de rendimiento académico universitario en la fase cuantitativa y un focus group en la fase cualitativa. Los resultados del diagnóstico del rendimiento académico universitario tuvieron como factor 1. la aportación en las actividades académica, siendo no tan favorable, factor 2. dedicación al estudio, siendo favorable y factor 3. falta de organizació...

La justificación de este proyecto se encuentra en la necesidad de implementar mejoras en la gestión del mercado de abastos, y en el convencimiento que un planeamiento estratégico integrador permitirá tener claro los objetivos de la organización a fin de cuantificarlos y medirlos en el tiempo, lo que, a su vez, permitirá una mejora diferenciada.

The present study has the objective to analyze digitization and how it can help companies to attract their customers to retain them through the different strategies that are applied in the most efficient way possible, based on digital innovations. Customer acquisition is a very sensitive activity, because of customer satisfaction for their experiences and service rating, which allows to value and obtain constant feedback to design strategies, automate communication processes, campaigns. It is at this point that digitization, like that technological innovation, contributes to a better relationship with our customers, generates trust and the company has a competitive advantage. It is generated in a documentary way, fundamentals and relevant aspects focused on promoting the growth of companies through this digitization, to expand their market and encourage confidence in the services generat...