Digital marketing and customer loyalty in the development of commercial sustainability in the Junín region

• Autores: Paredes-Pérez, Marco A. J., Palomino-Crispin, Antonio E., Amaya- Munguia, Andrea A., Sanchez-Julcarima, Gina J., Aliaga-Balbin, Helida
• Formato: artículo
• Fecha de Publicación: 2022
• Institución: Universidad Nacional Hermilio Valdizan
• Repositorio: Revistas - Universidad Nacional Hermilio Valdizán
• Lenguaje: español
• OAI Identifier: oai:revistas.unheval.edu.pe:article/1444
• Enlace del recurso: http://revistas.unheval.edu.pe/index.php/gacien/article/view/1444
• Nivel de acceso: acceso abierto
• Materia: marketing; digitalización; fidelización; clientes; feedback; digitalization; loyalty; customers

Objective. To determine the relationship between digital marketing and customer loyalty in the development of commercial sustainability in the province of Tarma, Junín region (Peru). Methods. The research had a quantitative approach and was of basic type, correlational level and non-experimental-cross-sectional design; two instruments were used: the digital marketing questionnaire and the customer loyalty questionnaire. The first questionnaire consisted of 12 items referring to the dimensions of digital marketing and the second consisted of 15 items referring to the dimensions of customer loyalty. The sample consisted of 120 customers of commercial establishments in the province of Tarma. Results. 47.5 % of respondents considered that the implementation of digital marketing in commercial establishments is regular, 36.7 % considered that there is a low implementation and only 15.8 % considered that there is a high implementation of digital marketing. Referring to the customer loyalty questionnaire, 63.3 % considered that customer loyalty in commercial establishments occurs regularly, 21.7 % considered that customer loyalty is high and 15 % considered that customer loyalty is low. Conclusion. There is a direct and statistically significant relationship between digital marketing and customer loyalty in the development of sustainability in the province of Tarma, Junín region.