EXPERIENCE MARKETING: STRATEGIES TO GENERATE LONG-TERM LOYALTY

Experience marketing has become a vital strategy for long-term loyalty in the educational sector, especially in the universities of Cuenca, Ecuador. The objective of this study was to analyze how digital marketing strategies, focused on personalized experiences and digital events, influence student loyalty. A mixed methodology, combining quantitative and qualitative approaches, was used to collect data through surveys and interviews. The results revealed that personalization in interactions and the organization of unique digital events increase student satisfaction and loyalty. The majority of respondents reported that high personalization correlates with a significant increase in their loyalty to the institution. It is concluded that universities should implement innovative tactics that prioritize personalization and service quality, as these elements are crucial to strengthen relationships with students and improve the perception of educational quality.