Marketing Campaign and Client Acquisition in Interior Design: The Role of Customer Relationship Management
DOI:
https://doi.org/10.7719/jpair.v65i1.1024Keywords:
interior design, marketing campaigns, customer relationship management, brand reputation, client acquisition, phenomenological researchDisciplines:
Service Marketing, Relationship MarketingAbstract
This study explored how interior designers in the Philippines conceptualize and execute marketing campaigns for client acquisition, focusing on the significance of customer relationship management (CRM) and brand reputation. Grounded in Service-Dominant Logic, CRM Theory, and the Reputation-Based Theory of Strategic Alliances, this research addressed the gap in service marketing literature by investigating culturally rooted marketing practices within the Philippine interior design sector. A phenomenological qualitative design was utilized, incorporating in-depth, semi-structured interviews with twelve licensed interior designers based in Metro Manila, who were directly engaged in marketing and client relationship decisions. Findings showed that getting new clients is mostly seen as a process based on relationships, not as a result of promotional activities. Participants stressed social media visibility, engagement through referrals, and a mix of client sourcing as the main ways to find new clients. Participants perceived CRM practices like personalized communication, regular follow-ups, and post-project engagement were smart marketing tools that build trust, encourage referrals, and help keep long-term client retention. Brand reputation has become a key factor in building marketing credibility and influencing client choices in a service setting where trust and personalization are very important. The study provides context-specific insights into service marketing and presents practical implications for the creative and professional service sectors. These results give interior designers and other creative service professionals useful advice on how to get more clients by using relationship-based marketing, digital storytelling, and customer relationship management.
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References
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Copyright (c) 2026 Arlene B. Magpayo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Open Access. This article published by JPAIR Multidisciplinary Research is licensed under a Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0). You are free to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material). Under the following terms, you must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
