Digital marketing: The effectiveness of benchmarking in services activities in San Vicente, Ecuador

Abstract

Digital marketing has recently become important in Ecuador, reflected by how much it has positively influenced generating a relationship with customer service and developing increasingly effective periods. The objective of this study was based on developing benchmarking as a contribution strategy to digital marketing to improve the relationship with customer service at the K-NOA service station located in Canoa, San Vicente. Through quantitative research, an exploratory study was developed, which responded to the descriptive analytical method that allowed the development of a foundation from the state of the art to the application of techniques and instruments to be used. Simple random sampling was used to obtain satisfactory results in the study. A sales study was developed through a logical historical analysis to evaluate behavior in terms of the product. The SPSS V 26 statistical software was used, defining the instrument's reliability for the dependent variable as 0.828 (Cronbach's alpha) and for the independent variable as 0.886, which the authors recognized as good. Among the limitations was the poor management of social networks based on services activities in the locality under study. It is concluded that developing a customer monitoring system through social networks improves customers' and fuel consumers' satisfaction levels in the Canoe sector