STORYTELLING AND CUSTOMER LOYALTY STRATEGIES FOR FOOTWEAR SMES IN TRUJILLO, LA LIBERTAD

Abstract

The main objective was to establish the relationship between storytelling strategies and customer information for footwear SMEs in Trujillo. To conduct this study, a theoretical framework on the stages of storytelling was reviewed, and national and international background information that supports the research hypothesis was analyzed. The methodology used a quantitative, relational approach, with a sample of 250 participants. Information was also collected on companies that currently face difficulties in creating stories that communicate their identity, which limits their ability to establish emotional bonds with their customers. A moderate positive correlation was found between the study variables, with a bilateral significance level of sig=0.001 <0.05. It was concluded that SMEs that manage to tell authentic, relevant stories aligned with their customers' internal needs are more likely to build lasting and sustainable relationships with them.