Experiential Marketing and Customer Loyalty (#171)

Authors

Aguilera Sakuma, Valeria Noemi

Pinillos Llanos, Andrea Esperanza

Barinotto Roncal, Patricia Ismary

Jurado Rosas, Adolfo Antenor

Uceda Dávila, Lucero De Los Remedios

Abstract

The present research aims to determine the close relationship between Experiential Marketing and Customer Loyalty in the context of Irving Grill & Restaurant, located in the district of Víctor Larco Herrera in the year 2022. Given that numerous companies have adopted the approach of experiential marketing to achieve greater customer loyalty, the results obtained have been highly positive. To achieve the proposed objectives, this research adopted an applied approach and a non-experimental cross-sectional design, allowing the analysis of data collected at a specific moment without interventions or manipulations in the study environment. The target population, in this case, was considered infinite, and a representative sample of 196 customers of Irving Grill & Restaurant was selected to participate in the survey, making it the most suitable data collection technique for studying the relationship between variables. The results obtained through the survey analysis demonstrated a highly significant direct relationship (p<0.01) between Experiential Marketing and Customer Loyalty at Irving Grill & Restaurant. The Spearman correlation coefficient, with a value of 0.725, confirms a high degree of association between these two variables, supporting the importance of experiential marketing in customer retention. Based on the results obtained, it can be concluded that the implementation of experiential marketing strategies at Irving Grill & Restaurant plays a fundamental role in customer loyalty. This close relationship between experiential marketing and customer retention translates into a substantial increase in sales and, ultimately, contributes to higher profitability for the company.