STRATEGI SERVICE PERSONALIZATION DALAM UPAYA AKUISISI DAN RETENSI PELANGGAN PADA ZENOVIA HEALTH AND BEAUTY DI BANDUNG
DOI:
https://doi.org/10.61722/jiem.v4i9.12746Keywords:
service personalization, customer acquisition, customer retention, customer relationship management, health and beautyAbstract
The increasing competition in the health and beauty industry has encouraged companies to implement service strategies that are capable of attracting and retaining customers. One such strategy is service personalization, which refers to delivering services tailored to the needs and characteristics of each customer. This study aims to analyze the implementation of service personalization in supporting customer acquisition and retention at Zenovia Health and Beauty in Bandung. This research employed a qualitative approach using a case study method. Data were collected through observation, in-depth interviews, documentation, and source triangulation, and were analyzed using the Miles, Huberman, and Saldaña model, which consists of data reduction, data display, and conclusion drawing. The findings indicate that service personalization is implemented through personalized consultations, customized treatments, customer treatment records, homecare services, and continuity care. These strategies have enhanced customer trust and positive service experiences, thereby supporting customer acquisition. However, their implementation has not been optimal in improving customer retention due to inconsistent service quality, unsustainable post-service communication, and the underutilization of customer data. This study concludes that service personalization is effective in attracting new customers; however, it should be supported by customer relationship management to enhance customer loyalty and long-term retention.
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