EXPERIENTIAL MARKETING AND CUSTOMER SATISFACTION IN LIMA’S FAST FOOD DELIVERY: CHALLENGES AND OPPORTUNITIES

The fast food sector represents an industry with an economic impact in many countries, driven by changes in customer consumption habits. The growing demand for convenience has motivated restaurants to focus their strategies on customer satisfaction, ensuring that product and service delivery are accessible and efficient. The objective of the research was to examine the relationship between experiential marketing and customer satisfaction in tourist districts of the city of Lima with home delivery service in fast food restaurants. As a methodology, a quantitative correlational approach and a cross-sectional design were used, with instruments subjected to high reliability and descriptive and inferential statistical analysis. The data was collected through a survey administered to 383 participants, selected according to the criteria established in the methodological design. The results showed a positive correlation between experiential marketing and the satisfaction of customers who use the delivery service in fast food restaurants. A Spearman correlation coefficient (rs) of 0.306 was obtained, with a bilateral significance level of 0.00 (< 0.05), which allows us to affirm that there is a sign ificant relationship between the variables analyzed and that this relationship is not due to chance, but rather reflects a consistent association within the data set studied. In conclusion, it was obtained that the experience of sensations is the most important dimension of experiential marketing because various factors such as smell, touch, sound, taste, among others, are applied within their commercial and advertising strategies to attract consumers. Furthermore, stimulation is the main element of the sensation experience that increases customer satisfaction. Therefore, this study was important for companies in this sector to design and implement innovative improvements in the online delivery service experience through experiential marketing actions in order to increase sales, build long-term customer loyalt, strengthening the brand's positioning in the market, generating sustainable relationships based on satisfaction, trust, and service differentiation, and fostering a community of loyal users who act as natural brand promoters. Furthermore, these actions will allow us to gather valuable information on consumer behavior, optimize logistics processes, and anticipate customer needs in a highly competitive and constantly evolving environment.