Strategies based on the TikTok social network in customer loyalty: A case study in a clinic in Trujillo - Peru

Abstract

The general objective of this research was to determine the influence of strategies based on the social network TikTok on customer loyalty of the San Pablo de Trujillo clinic in 2023. The type of research was applied at the explanatory level, with experimental design and quantitative approach; the tool used to collect the data was the questionnaire, applied to 392 clients of the company, who were registered in a database in Microsoft Excel, as well as the Net Promoter Score technique, to process the indicators. For its subsequent validation, Aiken's V technique and Wilcoxon's statistical test were used, which allowed measuring the degree of significance. In the results, the percentages and averages that allowed to demonstrate the hypothesis were observed, which consist of variations referring to before and after the implementation, where the four phases of digital marketing management: analysis of the current situation of the organization, digital marketing planning, implementation and evaluation, and optimization of digital marketing, represented the following changes, 73.5% of the clients surveyed were considered promoters, while 26.5% were considered neutral or passive; by implementing the phases of digital marketing, the level of promoter customers was improved by 10.2%, and the percentage of passive customers was reduced by the same amount. Finally, this research, by accepting the alternative hypothesis and rejecting the null hypothesis, concluded that the implementation of these strategies did influence and improve the level of customer loyalty, reinforcing the four phases of digital marketing for good performance. Likewise, its implementation benefited to get new customers for the company and make use of a social network that achieves greater reach and connects with customer preferences.