Neuromarketing para fidelizar a los clientes de la empresa Soguar S.A de la ciudad de Ambato

Abstract

The objective of this research was to generate neuromarketing strategies through the application of tools that yield measurable results to build customer loyalty for the company SOGUAR S.A., in which neuromarketing and loyalty to maintain a customer-company relationship were presented in detail. The methodology applied was a mixed approach, correlational research level, descriptive research design and its fieldwork type non-experimental - transversal, the methods used were: deductive, inductive and synthetic, also a probabilistic sample of 384 people was made, the data were obtained through the technique of surveys through a questionnaire based on two models, the persuasive model of Neuromarketing of the author Roberto Alvarez del Blanco using the dimensions of attention and emotion with a Likert scale and the model of loyalty proposed by the author José Daniel Baquero using the dimensions of relationship and capture with a scale of emotions the data were processed using the SPSS program. Also, the null and alternative hypotheses were proposed in which the chi-square test was performed with a result of 0.000, which rejected the null hypothesis and accepted the alternative hypothesis. Likewise, an analysis of four different photographs was carried out in the biometric Eye Tracking equipment in the Neurolab laboratory. Once the situation was determined, neuromarketing and loyalty strategies were proposed to help the company maintain customer loyalty. Concluding that neuromarketing influences customer loyalty, allowing the company SOGUAR S.A. to attract more customers and thus position itself in the minds of consumers maintaining a proper relationship achieving brand loyalty.