Evaluation of Digital Marketing among Diners of a Peruvian Restaurant (#1795)

Authors

Acharte Champi, Walter Jesus

Aquije Cardenas, Giorgio Alexander

Moyano Musto, Victor Oscar

Córdova Solís, Herbert Christian

Tito Pachas, Sahamira

Espinoza Alarcon, Yady

Guevara Carrillo, Anita Futini

Abstract

Currently, digital marketing plays a fundamental role in the visibility and competitiveness of gastronomic businesses, within a context marked by the increasing digitalization of consumption habits. This transformation has driven restaurants and related establishments to implement digital strategies aimed at attracting and retaining customers. The objective of the present study was to analyze the level of digital marketing through a quantitative approach, basic in nature, using a non-experimental, cross-sectional, and analytical design. For data collection, an 11-item questionnaire was administered to a sample of 60 customers, assessing the dimensions of flow, functionality, feedback, and loyalty. The results showed that 85.0% of respondents perceived digital marketing at a medium level. Regarding the specific dimensions, flow reached a 73.3% medium perception, functionality 78.3% (medium level), feedback 53.3% (low level), and loyalty 71.3% (high level). Overall, the findings highlight the need to strengthen customer interaction through the development of more proactive digital communication strategies and the use of attractive online promotions, in order to increase customer satisfaction and retention.