Marketing strategies based on cognitive neuroscience for customer loyalty at pest control company

• Diego Alejandro Fernández Delgado

  Universidad José Antonio Páez. Valencia, Venezuela

  https://orcid.org/0009-0005-3888-6534

• Rosangel Endrina Martínez Del Corral

  https://orcid.org/0009-0002-4658-3574

The overall objective of this research was to propose marketing strategies based on cognitive neuroscience to strengthen customer loyalty at industrial service company, located in Valencia, Carabobo State, Venezuela. The study was based on the positivist paradigm with a quantitative approach, at a descriptive and field level, in the form of a feasible project. The design was non-experimental and cross-sectional. The population, a census sample, consisted of 21 clients (7 industrial and 14 commercial). Data collection techniques included surveys and observation, using a questionnaire and a checklist as instruments. The diagnosis revealed that customer expectations are not consistently met and there are weaknesses in meeting agreed-upon deadlines, resulting in a low intention for long-term commitment to the organization. However, key strengths were identified, such as quality of service, qualified staff, and extensive experience in the industry. It is concluded that there is a critical opportunity to apply neuroscience tools to optimize service perception and strengthen the emotional connection with the customer in the face of economic challenges.

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Copyright (c) 2026 Diego Alejandro Fernández Delgado, Rosangel Endrina Martínez Del Corral

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

ISSN:2244-7857

Depósito Legal: ppi200902CA3925