Home⇛JPAIR Multidisciplinary Research Journal⇛vol. 65 no. 3 (2026)

Marketing Campaign and Client Acquisition in Interior Design: The Role of Customer Relationship Management

Arlene B. Magpayo

Discipline: Marketing

 

Abstract:

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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