Informalidad Empresarial: un Análisis de las Disparidades en Economías Locales en Colombia
DOI:
https://doi.org/10.24054/face.v25i1.3585Palabras clave:
Marketing experiencial, Comportamiento de compra, Experiencias memorables, Lealtad del cliente, Percepción de la marca, Relación emocionalResumen
El presente estudio analiza la influencia del marketing experiencial en el comportamiento de compra de los clientes de Movistar en Manabí mediante un diseño cuantitativo no experimental. Utilizando un enfoque inductivo longitudinal y encuestas con un cuestionario Likert, se encontró una alta fiabilidad (a = 0.951) y una correlación significativa entre el marketing experiencial y el comportamiento de compra (p = 0.850, p < 0.001). Las hipótesis generales y específicas fueron confirmadas, demostrando que las experiencias sensoriales, emocionales y de relación influyen positivamente en las decisiones de compra de los clientes. Estos resultados respaldan la estrategia de Movistar en Manabí para fortalecer la conexión emocional y la lealtad del cliente a través del marketing experiencial, validando su efectividad en este contexto específico de mercado.
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