Análisis del impacto del marketing digital en la fidelización de los clientes: Estudio de caso de la empresa Ktronix S.A en Tunja, Boyacá

Abstract

The objective of this project was to analyze the impact of digital marketing on customer loyalty in the company Ktronix S.A. in Tunja, Boyacá, during the year 2025. The methodology used in the development of the research followed a mixed approach, maintaining a qualitative approach as well as quantitative. The study was developed under a non-experimental descriptive design with a cross-sectional scope. For this occasion, the data collection instrument was applied to the company's customers, in which 87 people from the determined sample participated.

The results revealed that the digital marketing strategies implemented by the company had a positive impact on the perception of the customers, where promotional strategies, loyalty plans, and their presence on social networks stand out. Most of the respondents stated that the company's digital presence influenced their purchase decision, increasing the level of trust, relationship and loyalty with the brand.

However, certain areas for improvement were also identified, such as the functioning of the website and the mobile application. Establishing better communication in virtual customer service to generate greater trust, low utilization of the loyalty program, more personalized and appropiate promotional content. The relevance of this study lies in providing a vision of the current importance of digital marketing as a crucial factor in customer loyalty.