<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2542-3088</journal-id>
<journal-title><![CDATA[Revista Arbitrada Interdisciplinaria Koinonía]]></journal-title>
<abbrev-journal-title><![CDATA[Koinonía]]></abbrev-journal-title>
<issn>2542-3088</issn>
<publisher>
<publisher-name><![CDATA[Fundación Koinonía]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2542-30882022000100053</article-id>
<article-id pub-id-type="doi">10.35381/r.k.v7i13.1642</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing sensorial como estrategia persuasiva para la fidelización del cliente en el sector de servicios]]></article-title>
<article-title xml:lang="en"><![CDATA[Sensory marketing as a persuasive strategy for customer loyalty in the service sector]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Dubuc-Piña]]></surname>
<given-names><![CDATA[Analid de-los-Angeles]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto de Investigación y Estudios Avanzados Koinonía  ]]></institution>
<addr-line><![CDATA[Santa Ana de Coro ]]></addr-line>
<country>Venezuela</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>06</month>
<year>2022</year>
</pub-date>
<volume>7</volume>
<numero>13</numero>
<fpage>53</fpage>
<lpage>71</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S2542-30882022000100053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S2542-30882022000100053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S2542-30882022000100053&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El propósito general de esta investigación fue proponer un Modelo de Marketing Sensorial como estrategia persuasiva para la fidelización del cliente en el sector de servicios. Desde el punto de vista cualitativo post positivista, la investigación se desarrolla con el método fenomenológico con respecto al diseño de investigación seleccionado para el estudio, corresponde el emergente. La información fue recabada mediante las técnicas de observación directa y de entrevistas cualitativas. A efectos de la muestra se tomaron cuatro (4) sujetos entre gerentes y clientes frecuentes de los restaurantes gourmet del Municipio San Francisco. El modelo de marketing sensorial se ha convertido en uno de los más grande retos que se debe tener en las gerencias, entendiendo que es una herramienta para implementar estrategias las cuales involucren los sentidos en todas las experiencias vividas por el cliente durante su proceso al compra, debido a que esto garantiza la efectividad en las estrategias comerciales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The general purpose of this research was to propose a Sensory Marketing Model as a persuasive strategy for customer loyalty in the service sector. From the post-positivist qualitative point of view, the research is developed with the phenomenological method with respect to the research design selected for the study, the emergent one corresponds. The information was collected through the techniques of direct observation and qualitative interviews. For the purposes of the sample, four (4) subjects were taken from among managers and frequent customers of gourmet restaurants in the Municipality of San Francisco. The sensory marketing model has become one of the greatest challenges to be faced by managers, understanding that it is a tool to implement strategies that involve the senses in all the experiences lived by the client during the purchasing process, since this guarantees the effectiveness of commercial strategies.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="es"><![CDATA[sector terciario]]></kwd>
<kwd lng="es"><![CDATA[consumidor]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[tertiary sector]]></kwd>
<kwd lng="en"><![CDATA[consumer]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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