Social networks and their impact on customer acquisition in the Montecristense gastronomic sector

Abstract

This research aims to determine how social networks influence customer acquisition in the Montecristi gastronomic sector. At a methodological level, it is framed in a quantitative research approach, incorporating the collection of theoretical information on topics and background related to the topic investigated. In this sense, a survey was conducted on a sample of 383 inhabitants representing the PEA of Montecristi, the questions were asked to collect information on topics related to the indicators that make up communication, advertising, content, customer service, loyalty, and customer satisfaction. The data analysis was performed through the SPSS software, using the correlation coefficients of Kendall and Spearman, an approximate result between 0.570 - 0.754 was obtained, which indicates a positive relationship between Social Networks and their Incidence in Customer Acquisition in the Gastronomic Sector.