Estudio del valor percibido, satisfacción y lealtad del cliente en emprendimientos locales que operan a través de medios digitales

Abstract

The study on the influence of perceived value, satisfaction and loyalty on the sustainability of local businesses operating digitally is necessary in the context of digital transformation and increasing competitiveness. Therefore, the objective was to study the relationship between these variables, to find the aspects that contribute to customer loyalty in the digital environment. The methodology used in this study was aligned with the quantitative approach; a non-experimental and cross-sectional design was used; the research was based on a structured survey with a Likert scale developed for local business consumers whose preferred marketing channel is digital media. Evaluating the data involved descriptive statistics based on perceived value, satisfaction, and customer loyalty. The findings indicate that between 70% and 85% of respondents have positive opinions about the value offered, the digital shopping experience, the willingness to repurchase and the recommendation, reflecting a favorable evaluation of the service. However, the presence of neutral assessments was identified that suggesting opportunities for improvement in aspects related to personalization and e-service consistency. It is concluded that there is a positive relationship between perceived value, customer satisfaction and loyalty, and that the strengthening of the digital experience and trust is a key factor for the loyalty and sustainability of local enterprises.