Estrategia de marketing experiencial para atención al cliente personalizada de “Arepitas Paisa”, en el barrio Inglés, Bogotá

Abstract

Arepitas Paisas is a micro-enterprise with several points of sale, including one in the English neighborhood of the Rafael Uribe Uribe locality, specializing in the sale of fast food, such as stuffed arepa. Despite its presence in the market since 2017 it has faced a deficit in customer experience, evidenced by negative comments and surveys that have impacted its prestige and loyalty. This situation has led to a decrease in revenue and a negative perception of the brand. To address these challenges, it is proposed to develop marketing strategies focused on personalized customer service. A review of the state of the art was carried out and a methodology combining qualitative and quantitative methods, such as surveys, Mystery Shopping and the Servqual model, was used to perform a comprehensive diagnosis. As a result, it is suggested to implement product penetration strategies in physical points of sale and digital channels, through Instagram and TikTok, in order to adapt to digital trends and take advantage of traditional marketing. The study suggests a guide to improve the customer experience and strengthen the position of “Arepitas Paisas” in the fast food industry.