Digital marketing in customer loyalty in shops in the Grand Station, Panama
DOI:
https://doi.org/10.56368/Entrelineas412Keywords:
Promotional strategies, customer loyalty, digital marketing, social networks, audience segmentationAbstract
The study analyses the influence of digital marketing on the loyalty of customers who frequent the shops in Gran Estación de San Miguelito, proposing the hypothesis that its use positively influences customer retention. Digital strategies such as social media and online promotions are studied and how they affect consumer loyalty. Using a quantitative approach, customer perception was assessed in 2024, applying Pearson's correlation to measure the relationship between digital marketing and loyalty. The results showed a significant positive correlation, although customer service and product quality remain among the most important in terms of retention. Five dimensions were identified: brand trust, influence on the purchase decision, digital experience and customer service, consistency between the brand and reality, and promotional strategies. Although digital presence improves loyalty, there are still barriers in the digitalization and segmentation of audiences. Digital marketing is necessary to build loyalty, but its effectiveness depends on the trust it generates, consistency with the customer experience, and the strategic use of promotions and personalization. Improving segmentation and automation is recommended to increase consumer loyalty.
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