Innovative Management Strategies to Enhance Customer Loyalty in the Beauty Service Industry

Narin Sawasdichan, Tanapol kortana, Bundit Pungnirund, Chompoo Saisama, Anuchit Kulwanich

ABSTRACT:

The rapid expansion of the beauty service industry in Bangkok and its vicinity has intensified competition, making customer loyalty a crucial factor for business sustainability. This study explores the influence of innovative management strategies on customer loyalty by integrating brand management, customer engagement, and digital marketing approaches. Using a mixed-methods research design, the study collected quantitative data from 300 beauty service businesses and conducted in-depth interviews with 20 industry experts. The findings reveal that businesses with strong brand management, personalized customer engagement practices, and active social media marketing campaigns reported higher customer retention rates. The study introduces a new conceptual model combining these factors, offering valuable insights into how beauty service providers can enhance customer loyalty through integrated management strategies. Practical implications include recommendations for implementing loyalty programs, improving customer experience through service innovation, and leveraging digital marketing for long-term customer retention. Future research should expand to other regions and explore technological advancements such as artificial intelligence and predictive analytics in customer relationship management.

KEYWORDS: Customer Loyalty, Brand Management, Innovation Management, Beauty Service Industry, Social Media Marketing, Customer Engagement, Service Innovation, Digital Marketing, Customer Relationship Management (CRM)

DOI: 10.62788/Nn433XB

PUBLISHED IN: ICCMETS Conference Proceedings 2024

DATE OF CONFERENCE: October 21 - 22, 2024

CONFERENCE LOCATION: Singapore

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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