Marketing experiencial y fidelización de clientes de la avícola Don Pollo de Iquitos 2024

• Autor: Young Gonzales, Jose Ricardo
• Formato: tesis doctoral
• Fecha de Publicación: 2025
• Institución: Universidad Nacional De La Amazonía Peruana
• Repositorio: UNAPIquitos-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.unapiquitos.edu.pe:20.500.12737/12029
• Enlace del recurso: https://hdl.handle.net/20.500.12737/12029
• Nivel de acceso: acceso abierto
• Materia: Marketing; Experiencia; Fidelización del cliente; Industria avícola; https://purl.org/pe-repo/ocde/ford#5.02.04

The purpose of this research was to determine the impact of experiential marketing on customer loyalty at the Don Pollo poultry farm in Iquitos 2024. We opted for a basic study, with a quantitative, correlational approach and a non-experimental, cross-sectional sampling design. The sample consisted of 100 customers, for the survey conducted by a questionnaire for data collection. The findings show that between the variables Experiential Marketing and Customer Loyalty there is a positive impact, with a significance value of p=0.000. Likewise, the dimension loyalty as behavior, presents a significance value of p=0.000; likewise, the dimension attitudinal loyalty, shows a significance value of p=0.000; also, the cognitive loyalty dimension, shows a significance value of p=0.000; which indicates that the variable Experiential Marketing has a positive impact with these dimensions.