Incidencia del Neuromarketing en el comportamiento del consumidor en las empresas de servicio de la Ciudad de Cuenca

Abstract

Neuromarketing represents an evolution of traditional marketing, adapting to current social and technological development; this approach allows us to deeply analyze consumers' feelings and thoughts through visual, bodily and emotional expressions to evaluate their satisfaction with the services offered. The present study focuses on the impact of neuromarketing on consumer behavior in service companies in the City of Cuenca. The study used a mixed methodology to analyze and obtain significant results. It was found that the majority of consumers preferred accommodation and food services; Furthermore, it was determined that many companies implement marketing strategies for customer loyalty, highlighting exclusivity and the use of colors and assertive communication to influence purchasing decisions. It can be concluded that this analysis highlights the importance of considering the customer's senses and the implementation of effective marketing strategies, including competitive prices and visual tactics, to improve consumer loyalty in the service sector.