International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 5
Available Online: 25 June 2025
Author/s:
Liu, Chang*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (253295759@qq.com)
Luistro, Erika Jean A.
Lyceum of the Philippines University – Batangas, Philippines (ealuistro@lpubatangas.edu.ph)
Abstract:
This study examines the interplay between market intelligence, customer experience, and service innovation within Chinese consulting firms to develop an enhanced customer retention framework. Specifically, it evaluates market intelligence through customer, competitor, and product dimensions; assesses customer experience via customer journey, engagement, and service delivery; and analyzes service innovation concerning value proposition, resource integration, and communication technology. This study used descriptive research utilizing 400 client respondents. The findings indicate that respondents perceive consulting firms as effectively leveraging market intelligence and customer experience to improve services, though they express moderate agreement regarding the role of service innovation in client satisfaction and retention. A significant relationship among market intelligence, customer experience, and service innovation in enhancing client retention was identified. Consequently, an enhanced client retention framework was developed, emphasizing the integration of these elements. Recommendations include investing in advanced market intelligence tools, systematically incorporating customer feedback into service processes, fostering a culture of innovation through cross-functional collaboration, providing targeted employee training, and exploring the framework’s applicability across various industries and contexts.
Keywords: market intelligence, customer experience, service innovation, customer retention, consulting firms
DOI: https://doi.org/10.5861/ijrsm.2025.25076
Cite this article:
Liu, C., & Luistro, E. J. A. (2025). Market intelligence, customer experience, and service innovation: Basis for enhanced customer retention framework. International Journal of Research Studies in Management, 13(5), 293-302. https://doi.org/10.5861/ijrsm.2025.25076
*Corresponding Author