Fidelización de clientes en TikTok: construcción y validación de un instrumento psicométrico
DOI:
https://doi.org/10.47606/ACVEN/PH0476Palabras clave:
Red social, fidelización de clientes, restaurantes, TikTok, PerúResumen
El presente estudio tuvo como objetivo diseñar y validar psicométricamente un instrumento para medir la fidelización de clientes a través de TikTok en restaurantes de la ciudad de Huánuco. Se adoptó un enfoque cuantitativo, de alcance descriptivo y diseño no experimental de corte transversal, con una muestra de 600 clientes seleccionados mediante muestreo no probabilístico por conveniencia. Los resultados evidenciaron una adecuada consistencia estructural del instrumento, con valores óptimos de adecuación muestral (KMO=0.961) y significancia en la prueba de Bartlett (p<0.001), lo que permitió la aplicación de análisis factorial exploratorio y confirmatorio. Se obtuvo una varianza explicada del 69.53% y adecuados índices de ajuste del modelo (RMSEA=0.078; CFI=0.951). Se concluye que el instrumento presenta validez y confiabilidad para evaluar la fidelización de clientes en entornos digitales, constituyéndose en una herramienta pertinente para el análisis del comportamiento del consumidor en plataformas como TikTok.
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Derechos de autor 2026 Richard Callan-Bacilio , Nayely Tais Espinoza-Soria , Emerson Junior Polino-Puente , Dreyssy Johanne Villacorta-Silva , Diana Huerto-Orizano, Rafael Antonio Anibal-Rivero , Brand Harrys Martel-Fretell , Juan Daniel Toledo-Martinez
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
