Resumen

MORENO MENENDEZ, Fabricio Miguel et al. Digital marketing and positioning in customers of an authorized distributor of the company Bitel in the province of Chanchamayo. e-Rev. Multidiscip. Saber [online]. 2024, vol.2, E-RMS21122024.  Epub 27-Oct-2025. ISSN 2960-2467.  https://doi.org/10.61286/e-rms.v2i.128.

The study titled “Digital Marketing and Customer Positioning of an Authorized Distributor of the Company Bitel in the Province of Chanchamayo- 2023” aimed to establish the primary objective of understanding the relationship between digital marketing and customer positioning within this specific context. In an environment where digitalization is crucial for business success, it is essential to comprehend how digital strategies impact customer perception and loyalty. The methodology employed was comprehensive, beginning with a general approach that applied the hypothetical-deductive method. A quantitative, non-experimental, cross-sectional, and descriptive design was adopted, allowing for precise data collection regarding the relationship between the studied variables. The study population included 450 customers from the authorized Bitel distributor in Chanchamayo, covering its three locations. To ensure representativeness, a sample of 236 customers was selected using a finite statistical formula. The primary instrument used was a structured questionnaire, and the data collection technique involved conducting surveys. For statistical analysis, the Spearman Rho test was utilized alongside SPSS software. The results indicated a Spearman Rho correlation index suggesting a moderate positive correlation between digital marketing and positioning, with a coefficient of r=0,683 and a p=0,000 value. This finding implies that as effective digital marketing strategies are implemented, customer positioning also improves. Consequently, the null hypothesis was rejected while accepting the alternative hypothesis, thereby confirming the significance of digital marketing in building strong customer relationships within this sector.

Palabras clave : Digital marketing; positioning.

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