TY - GEN
T1 - Service marketing and its impact on customer acquisition in a general services company, Lima, 2024
AU - Ramos-Malca, Viviana Elizabeth
AU - Fernández-Bedoya, Víctor Hugo
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2024/1/1
Y1 - 2024/1/1
N2 - This study aimed to determine the impact of service marketing on customer acquisition in a general services company in Lima, Peru in 2024. Using a quantitative approach and an explanatory level, the incidence between the services marketing variable and customer acquisition was analysed. The sample consisted of 154 customers randomly selected from a population of 350 customers. The results show that service marketing has a positive and significant impact on customer acquisition, with a coefficient of determination of 76.73%. This suggests that service marketing is a key factor in attracting new customers and retaining existing ones. These findings indicate that the company should focus its efforts on developing effective service marketing strategies that comprehensively address the different aspects that impact on customer attraction and retention.
AB - This study aimed to determine the impact of service marketing on customer acquisition in a general services company in Lima, Peru in 2024. Using a quantitative approach and an explanatory level, the incidence between the services marketing variable and customer acquisition was analysed. The sample consisted of 154 customers randomly selected from a population of 350 customers. The results show that service marketing has a positive and significant impact on customer acquisition, with a coefficient of determination of 76.73%. This suggests that service marketing is a key factor in attracting new customers and retaining existing ones. These findings indicate that the company should focus its efforts on developing effective service marketing strategies that comprehensively address the different aspects that impact on customer attraction and retention.
KW - Customer acquisition
KW - Lima
KW - Marketing
KW - Service marketing
UR - https://www.scopus.com/pages/publications/85217224649
U2 - 10.18687/LEIRD2024.1.1.308
DO - 10.18687/LEIRD2024.1.1.308
M3 - Conference contribution
AN - SCOPUS:85217224649
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
PB - Latin American and Caribbean Consortium of Engineering Institutions
T2 - 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024
Y2 - 2 December 2024 through 4 December 2024
ER -