Transforming Customer Relationships in Experience-Based Wellness Hospitality: Leveraging RFM Transition Analysis and Ethnographic Insight for Relational Marketing Strategy

Utami, Diah (2026) Transforming Customer Relationships in Experience-Based Wellness Hospitality: Leveraging RFM Transition Analysis and Ethnographic Insight for Relational Marketing Strategy. Tesis (S2) - thesis, Universitas Bakrie.

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Abstract

This study explains customer disengagement in experience-based wellness hospitality by integrating longitudinal RFM Changes with focused ethnography at Yoga Ubuntu Bali. A sequential explanatory mixed-method design analysed 365 unique customers in H1 2025 and 355 in H2 2025; exact Customer ID matching produced an 87-customer panel. From the 24 customers who entered Churn (16 Active-to-Churn and eight At-Risk-to-Churn), nine information-rich participants were purposively selected: six representing sudden or substantial decline and three representing progressive decline. The initial plan of up to 21 participants was refined after the quantitative phase because qualitative adequacy was determined by relevance, trajectory coverage, information richness, willingness, and thematic sufficiency rather than a numerical quota. RFM Changes identified 25 improved, 25 stable, and 37 declined customers. Ethnography showed that a preferred instructor’s resignation triggered disengagement, while inadequate relational handover intensified the loss of trusted guidance, personal recognition, progression, emotional security, and belonging. These shared pain values informed an Online Value Proposition centred on a personalised digital wellness experience that preserves guidance, communicates facilitator transitions, recognises progress, and sustains community connection. The 8P framework was used as an organising device, with tactics explicitly classified as evidence-derived, theory-derived, or management-proposed to avoid claiming that every action emerged directly from the findings. The study extends dynamic RFM research by explaining customer-level transitions through relational experience and proposes relational continuity as an organisational capability for sustaining customer relationships when key facilitators change.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	RFM Changes, ethnography, customer churn, relational continuity, OVP, wellness hospitality
Subjects:	Marketing Management (Manajemen Pemasaran) Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Diah Utami
Date Deposited:	09 Sep 2026 01:45
Last Modified:	09 Sep 2026 01:45
URI:	https://repository.bakrie.ac.id/id/eprint/14374

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