Systematic review on the impact of new tics as a means of loyalty in SMEs in the mining sector in Cajamarca, during the periods 2011 to 2021

Authors

Golles Montenegro, Diego Antony

Villafana Mego, Inés Cristina

Villafana, Inés

Abstract

Through the exploration of 8 scientific research articles published in Latin American countries during the period 2011-2021, this work aims to discover the relationship of new technologies and communication uses with consumer loyalty in SMEs, to improve strategies relationship that exists between these two variables. Likewise, the study was exploratory in scope, qualitative approach and inductive method, starting from the particularities to the most general, using the systematic review methodology, as well as the analysis and synthesis method that include text review, detection, extraction consultation / data collection and integration. As a result of the research carried out, it is inferred that new communication technologies and uses (ICT) play an important role in consumer loyalty, therefore they must be continuously investigated by the brand or company; However, due to technological advancement, SMEs have updated their electronic marketing strategies so that consumers can have a pleasant shopping experience, and in this way, the long-term relationship between customers and brands is closer.