Impacto del marketing experiencial como estrategia de fidelización y crecimiento de microempresas de prendas de vestir en Guayaquil

Abstract

The present research analyzes the impact of experiential marketing as a strategy for customer loyalty and growth in microenterprises within the apparel sector in the city of Guayaquil. The study is based on the importance of microenterprises within the Ecuadorian economy. The main objective is to determine how the application of experiential marketing influences customer loyalty and the growth of these microenterprises despite their limitations. The research was conducted under a mixed-methods approach, integrating qualitative and quantitative methods. A total of 384 surveys were administered to apparel consumers, along with interviews conducted with marketing experts and micro-enterprise owners. The results obtained show that the application of experiential marketing strategies generates a more favorable brand perception, strengthens the bond with consumers, and promotes customer loyalty. It was also evidenced that personalized attention, sensory stimulation, and the overall experience contribute to the growth of microenterprises, using low levels of investment. It is concluded that experiential marketing represents an effective strategic alternative for apparel microenterprises, as it contributes to customer loyalty and sustainable growth in a highly competitive sector.