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...

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...