Arunachalam, VivekVillegas, Erick BeharJoel Alberto Santos ZeronBerlin International University of Applied Sciences2024-01-152025-11-282025-11-282023https://repository.berlin-international.de/handle/123456789/745AI-GENERATED ABSTRACT: Abstract: After nearly three years of my Data Science and Business bachelor studies, I had the opportunity of applying all the knowledge I acquired during an internship with an international shapewear company, Fajas MariaE. This marks the beginning of my professional work in a company with nearly 12 nationalities. MariaE provided me with valuable opportunities to enhance my intercultural competencies and my knowledge in the digital marketing world. Three years ago, I never imagined I would be working for a shapewear company. However, as I began my journey, I realized that a strong connection existed, and my passion for the work only grew. Although I had little knowledge of shapewear initially, I quickly learned that I could contribute significantly to other aspects of the company. Throughout this graduation phase, my focus has been on an unaddressed area for the company - the improvement of client retention. I understood from the outset that this task would be challenging, given the industry in which the company operates, where customer loyalty is essential. Yet, I found motivation in the importance of finding a solution, which has been the driving force behind the creation of this thesis. I would like to express my heartfelt gratitude to my colleagues at Fajas Mariae for their warm and supportive culture, guidance, and encouragement to grow. I am also thankful to my university supervisor, Erick Behar-Villegas, for his invaluable support and guidance. Additionally, I extend my thanks to the cited researchers whose work has helped me gain a deeper understanding of the subject matter. Finally, I sincerely hope that this research proves beneficial to Fajas Mariae and to future researchers exploring the topic of improving client retention. Keywords: Data Science, Business Studies, Shapewear Industry, Digital Marketing, Intercultural Competence, Client Retention, Customer Loyalty, Professional Internship, Fajas MariaE, Research ApplicationMACHINE-GENERATED CONTENTS NOTE: Table of Contents glossary of Terms and Definitions ..................................................................... 1 executive Summary ........................................................................................... 2 introduction ....................................................................................................... 4 1.1 Client Background ................................................................................ 4 1.2 Company Structure ............................................................................... 5 1.3 Problem Statement ............................................................................... 6 1.4 Objective and Scope .............................................................................. 7 1.5 Significance of This Research ............................................................... 7 literature Review .............................................................................................. 8 2.1 Metrics .................................................................................................. 8 2.2 Marketing Strategy ............................................................................... 9 2.3 Attaining and Retaining of Clients .................................................... 10 2.4 Gaps .................................................................................................. 11 Sub-question 1 .................................................................................... 11 Sub-question 2 .................................................................................... 11 Sub-question 3 .................................................................................... 12 2.5 Conceptual Model .............................................................................. 12 methodology ..................................................................................................... 13 3.1 Internal Qualitative Research ............................................................. 13 3.2 External Qualitative Research ............................................................ 13 3.3 External Survey .................................................................................. 14 3.4 Tools and Instruments ........................................................................ 15 3.5 Reliability and Validity ....................................................................... 15 3.6 Ethical Considerations ....................................................................... 18 3.7 Limitations and Future Research ....................................................... 19 results ............................................................................................................. 21 4.1 Current Reactivation Practices ............................................................ 25 4.2 Client Experiences and Preferences for Reactivation .......................... 28 4.3 Loyalty Towards Mariae ...................................................................... 29 4.4 Summary ............................................................................................ 29 discussion ........................................................................................................ 31 5.1 Current Practices ................................................................................ 32 5.2 Loyalty and Prioritization .................................................................... 32 5.3 Summary ............................................................................................ 33 conclusions ...................................................................................................... 35 recommendations ............................................................................................ 36 7.1 Duplication of the Research ............................................................... 36 7.2 Buyer Personas .................................................................................. 36 7.3 Segmentation Models ......................................................................... 36 7.4 Prioritizing .......................................................................................... 37 7.5 Reactivation Workflow Model ............................................................ 37 7.6 A/b Testing a Restructured Sales Team ............................................ 38 7.7 Loyalty Programs ................................................................................ 38 7.8 Financial Implications ......................................................................... 39 sources ............................................................................................................ 39 appendix .......................................................................................................... 42 A. Strategic Cycle Customer Delight ......................................................... 42 A.1. Strategic Cycle Customer Delight ................................................ 43 A.2. Strategic Cycle Customer Delight ................................................ 44 B. Strategic Cycle Customer Delight ......................................................... 44 C. Conceptual Model ................................................................................ 46 D. Field Research Overview ...................................................................... 47 E. Atlas.ti Coding Overview ...................................................................... 48 F. Primary Data Quantitative Research ..................................................... 49engBusiness StudiesClient RetentionCustomer LoyaltyDigital MarketingIntercultural CompetenceProfessional InternshipResearch ApplicationShapewear IndustryData ScienceThesis