Experiential marketing and its potential to increase customer loyalty in the dental health sector

Abstract

This research addresses the application of experiential marketing to foster customer loyalty in the dental department of the "Salud y Sonrisa" medical and dental specialty center, located in the Píntag parish of Quito, Ecuador. The study focused primarily on the experiences offered by this establishment when providing its services, from the perspective of its clients. The main objective of this research was to understand the potential of experiential marketing within the business activities of dental health institutions. This descriptive research employed both qualitative and quantitative approaches, utilizing various techniques such as interviews, surveys, and observation, along with their respective tools, to gather information that would allow for the identification of the facts and situations characterizing the problem. It also described the micro-social organizational structure of the health establishment and its vision for customer loyalty. The study had a reliability of 0.75, indicating that the research is valid. The results showed that over 50% of patients are satisfied with the care and quality of service at the center. However, there are considerable levels of dissatisfaction regarding certain spaces and their elements, which leads to patients not being entirely satisfied with the affordability of the facilities.