Determinantes de la satisfacción: el marketing experiencial como motor de la lealtad en el retail mobiliario
Determinants of satisfaction: experiential marketing as a driver of loyalty in furniture retailContenido principal del artículo
La implementación de estrategias sensoriales y emocionales es determinante para elevar la evaluación global y la lealtad de los consumidores. El objetivo de este estudio fue analizar el impacto de la aplicación de estrategias de marketing experiencial en el nivel de satisfacción de los clientes de una empresa comercializadora de muebles en Arequipa, Perú, durante el año 2020. Se realizó un estudio Investigación no experimental con 245 clientes, de enfoque mixto y alcance correlacional-transversal. Los resultados muestran una percepción de neutralidad positiva, adecuación mínima sin excelencia, alta inconsistencia y una crítica debilidad en gestión de quejas. El público objetivo es bimodal, 25-35 y 36-50 años, requiriendo una estrategia dual. Se demuestra que el marketing experiencial es un determinante significativo de la satisfacción (ρ=.562), asociándose más fuertemente con la seguridad (ρ=.424). Las correlaciones más débiles con otras dimensiones de servicio indican que la estrategia debe combinar la potenciación experiencial con el fortalecimiento independiente de procesos operativos y habilidades del personal.
The implementation of sensory and emotional strategies is crucial for improving overall customer evaluation and loyalty. The objective of this study was to analyze the impact of experiential marketing strategies on customer satisfaction at a furniture retail company in Arequipa, Peru, during 2020. A non-experimental, mixed-methods, cross-sectional correlational study was conducted with 245 customers. The results show a perception of positive neutrality, minimal adequacy without excellence, high inconsistency, and a critical weakness in complaint management. The target audience is bimodal, aged 25-35 and 36-50, requiring a dual strategy. Experiential marketing is shown to be a significant determinant of satisfaction (ρ=.562), most strongly associated with security (ρ=.424). The weaker correlations with other service dimensions indicate that the strategy should combine experiential enhancement with the independent strengthening of operational processes and staff skills.
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