Impact of experiential marketing on customer loyalty in a shopping mall, San Miguel, 2024 (#883)
Read ArticleDate of Conference
July 16-18, 2025
Published In
"Engineering, Artificial Intelligence, and Sustainable Technologies in service of society"
Location of Conference
Mexico
Authors
Patiño-Rivas, Robert Jair
Fernández-Bedoya, Víctor Hugo
Abstract
The objective of the study was to identify the “Impact of experiential marketing on customer loyalty in a shopping mall, San Miguel, 2024”. The research developed a quantitative approach, applied, causal correlational, non-experimental and cross-sectional design. The population consisted of 700 customers of the shopping mall studied. The sample consisted of 341 customers. The technique applied was the virtual survey. The instrument consisted of 19 items, which was validated qualitatively and quantitatively, endorsed by 4 expert judges. Results were also obtained from the measurement of the levels of the variables and dimensions, as well as statistics such as ANOVA, R-squared, and the identification of coefficients through regression. It was concluded that experiential marketing has a significant impact on customer loyalty in a shopping mall, San Miguel, 2024, as well as its dimensions.