Neuromarketing and Student Loyalty. Case: Technological Institute - Peru

Abstract

The search for strategies that strengthen loyalty has become an aspect of attention for service companies, 80 and 90% of leading companies have loyalty programs that range from traditional coupons, loyalty cards, points and Until taking advantage of technologies such as Blockchain, few organizations have truly developed the ability to retain their customers. A Forrester study shows that marketers find it twice as important to retain current customers as it is to win new ones. Incurring the cost of acquiring a customer is only worthwhile when, through future flows, that investment is recovered. So much so that the study of neuromarketing is shown as a science that will help to identify emotions and sensations regarding a company to propose strategies that strengthen customer loyalty. Customer loyalty does not apply to all customers equally. In the case of a bank, maintaining a relationship with a delinquent client that generates losses in the income statement is not very appropriate. For this reason it is essential to segment customers; first for what they are worth to the business and then for their needs and behaviors. In turn, he argues that loyalty must be taken into account throughout the relationship management cycle. (Martinez, 2022) The objective of the study was to determine the incidence of neuromarketing in the loyalty of the students, the type of research is descriptive, the instrument was the questionnaire, a sample of 301 students of the Institute, object of the study, was taken into account. The conclusions.