Experiential marketing and customer loyalty from a chain of retail stores located in Lima
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Abstract
The customer's purchasing behavior has changed before the universality of the product, forcing companies to create different experiences in them to achieve their loyalty; in this sense, we wanted to determine if there is a relationship between experiential marketing and customer loyalty of a chain of retail stores specialized in the footwear trade, a quantitative investigation was conducted, with a non-experimental, descriptive correlational and transversal design, during the period 2019, with a sample of 180 clients from two of the stores located in Lima; to whom a questionnaire was applied, with prior informed consent, of 30 questions, with five response options in the Likert Scale (validity greater than 80% and value of 0.828 Cronbach's alpha). The results allowed us to conclude that there was a relationship between experiential marketing and customer loyalty (ꭓ2 = 28,424); likewise, it was identified that there was a relationship between its sensory, emotional, intellectual, behavioral and relational experiences dimensions and customer loyalty, finding a significance of the test statistic ꭓ2 lower than the level of theoretical significance in all cases; however, the degree of relationship in general was from weak to medium low (ρ = 0.381; 0.443; 0.381; 0.253; 0.438 and 0.544).
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