Digital Marketing Strategies in Loyalty: Satisfaction as a Mediating Element with Bank Clients, Lima - Peru

In Peru, the strong competition in the banking sector in the digital context has made customer loyalty essential, which is why the use of well-defined digital marketing strategies is important as a differentiating point in a competitive market. Although customer satisfaction has been widely studied, there is little research that places it as a mediator between digital marketing strategies and customer loyalty. The objective of the research is to analyze to what extent digital marketing strategies influence brand loyalty, the mediating role of satisfaction. This research has a quantitative approach with a non-experimental design, at an explanatory level, with the use of structural equations. The sample was made up of 300 bank clients, with a non-probabilistic sampling for convenience. The results of the theoretical model were adequate, due to the values of RMSEA= 0.057 and SRMR=0.045, CFI=0.939 and TLI=0.932, chi-square (X2) =724 and (df)=363. The results show that marketing strategies influence customer loyalty with customer satisfaction as a mediator. However, these strategies must be reviewed periodically due to changes in technology and artificial intelligence.