TY - GEN
T1 - Neuromarketing and its influence on customer loyalty in a coffee production company, La Victoria 2022
AU - Meza-Lazo, Araceli Ivonne
AU - Fernández-Bedoya, Víctor Hugo
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023/1/1
Y1 - 2023/1/1
N2 - The objective of this research was to determine the influence of neuromarketing on customer loyalty (and its dimensions: internal marketing, communication, customer experience, incentives and privileges and information) in a coffee producing company in La Victoria, 2022, using a quantitative approach, applied type, explanatory and descriptive level, non-experimental design and transversal cut. The population consisted of the company's clients (infinite). The study sample consisted of 384 of the company's customers. The technique applied was the survey. The instrument consisted of 20 items. It was concluded that neuromarketing significantly influences customer loyalty in a coffee producing company in La Victoria, 2022 (sig.=0.000; r2=0. 5271) as well as in its internal marketing, communication, customer experience, incentives and privileges and information dimensions (sig.=0.000, r2=0.6304; sig.=0.000, r2=0.4747; sig.=0.000, r2=0.3881; sig.=0.000, r2=0.2581; sig.=0.000, r2=0.1927) respectively. Finally, conclusions and recommendations were issued.
AB - The objective of this research was to determine the influence of neuromarketing on customer loyalty (and its dimensions: internal marketing, communication, customer experience, incentives and privileges and information) in a coffee producing company in La Victoria, 2022, using a quantitative approach, applied type, explanatory and descriptive level, non-experimental design and transversal cut. The population consisted of the company's clients (infinite). The study sample consisted of 384 of the company's customers. The technique applied was the survey. The instrument consisted of 20 items. It was concluded that neuromarketing significantly influences customer loyalty in a coffee producing company in La Victoria, 2022 (sig.=0.000; r2=0. 5271) as well as in its internal marketing, communication, customer experience, incentives and privileges and information dimensions (sig.=0.000, r2=0.6304; sig.=0.000, r2=0.4747; sig.=0.000, r2=0.3881; sig.=0.000, r2=0.2581; sig.=0.000, r2=0.1927) respectively. Finally, conclusions and recommendations were issued.
KW - Neuromarketing
KW - customer loyalty
KW - marketing
UR - https://www.scopus.com/pages/publications/85187258584
U2 - 10.18687/LEIRD2023.1.1.122
DO - 10.18687/LEIRD2023.1.1.122
M3 - Conference contribution
AN - SCOPUS:85187258584
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
PB - Latin American and Caribbean Consortium of Engineering Institutions
T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
Y2 - 4 December 2023 through 6 December 2023
ER -