EFECTIVIDAD DE UN PROGRAMA DE FIDELIZACION DIGITAL TIPO REWARDS EN EL COMPORTAMIENTO DE COMPRAS DEL CONSUMIDOR DE BEBIDAS ALCOHÓLICAS EN MACHALA PROVINCIA DE EL ORO

Abstract

This study aims to evaluate the effectiveness of a rewards program on key variables such as purchase frequency, average transaction value, and consumer loyalty, providing scientific evidence that can be used for decision-making in the alcoholic beverage sector of Machala, El Oro Province. It is worth noting that the use of digital loyalty programs has expanded across various sectors, especially those characterized by high competition and price-sensitive consumers. In Ecuador, the alcoholic beverage market has undergone a transformation driven by digitalization, leading companies to adopt reward strategies to incentivize repeat purchases. This study analyzes the impact of a digital rewards program on purchase frequency, average transaction value, and consumer loyalty. The research employs a quantitative approach, with a non-experimental design and a cross-sectional analysis based on surveys and transactional data. The results show significant differences between program users and non-participants, as well as a statistically relevant association between system use and higher purchase frequency. The findings demonstrate that this type of program can positively influence consumer behavior and provide tangible benefits to companies in the sector. In conclusion, the Rewards program is an effective tool for motivating repeat purchases and strengthening customer loyalty in the alcoholic beverage sector in Ecuador..