Journal of Development Communication And Applied Theatre

This study, investigates how personalized service delivery, loyalty programmes, digital engagement, and communication systems contribute to customer satisfaction, loyalty, and repeat patronage. The study identifiesthe customer relations strategies employed by the Spa, examines the Customer Relationship Management (CRM) tools in use, assesses their effectiveness in enhancing client satisfaction, and highlights the challenges affecting CRM implementation in the Spa. Anchored on Social Exchange Theory and Expectation-Confirmation Theory, the research explains how value exchange and expectation management shape customer satisfaction and loyalty in service environments. Adopting a survey research design, the study administers questionnaire and conducts personal interviews to obtain relevant data from staff and clients of Beauty Secrets Med Spa Abuja. Key findings show that the Spa uses a combination of personalized care, Digital platforms, loyalty incentives, and active social media engagement to build strong customer relationships. The study also discovers that these strategies significantly enhance customer satisfaction and contribute to repeat patronage. However, challenges such as inconsistent follow-up, limited CRM technology, staff capacity gaps, and slow response times on digital platforms are found to weaken the overall effectiveness of the Spa’s customer relations system. The study concludes that while Beauty Secrets Med Spa Abuja demonstrates notable strengths in personalized service and digital engagement, gaps in CRM structure, staff training, and technological integration limit the full potential of its customer relations strategies in driving business promotion. The study recommends the adoption of a centralized CRM database, improved staff training, structured feedback systems, and enhanced digital communication workflows to strengthen customer engagement and long-term loyalty.

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