Transformación digital en pymes de Machala en el área de tecnología y servicios digitales y la fidelización de clientes mediante marketing digital

Abstract

This research analyzes the impact of digital transformation on customer loyalty in small and medium-sized enterprises (SMEs) in the technology and digital services sector in Machala, Ecuador. In a highly competitive and dynamic environment, SMEs face the challenge of adopting new technologies to strengthen their market position. The study focuses on identifying the most commonly used digital marketing strategies such as CRM systems, social media, email marketing, automation, and e-commerce and evaluating their effectiveness in customer retention and satisfaction.A mixed-methods approach was used, involving surveys administered to 200 customers and semi-structured interviews with 40 company managers. The combination of quantitative and qualitative analysis enabled data triangulation and a comprehensive understanding of the phenomenon. Key findings reveal a generally positive customer perception of digital tools, although challenges remain regarding data protection, staff training, and resistance to change.The results suggest that while some statistical correlations were not significant, there is a favorable trend toward customer loyalty when personalized digital strategies are applied. The study concludes that digital transformation is essential for improving the competitiveness and sustainability of SMEs in Machala, provided it is accompanied by strategic management, continuous training, and a digital culture. Finally, the research proposes concrete actions such as training programs, technological advisory services, and collaborative networks to strengthen the local business ecosystem.