Publication Details
Abstract
This article develops a new conceptual and methodological paradigm for marketing strategy in the digitally transforming service sector. The study combines conceptual framework building, comparative literature review, institutional synthesis, and methodological illustration through synthetic demonstrative data. The analytical core integrates four mutually reinforcing blocks. First, the RFM model is reconceptualised as a digital segmentation algorithm in which recency is interpreted as digital recency, frequency captures cross-channel engagement density, and monetary value reflects realised economic contribution. Second, Customer Lifetime Value (CLV) is specified as the strategic valuation metric that links acquisition cost, gross margin, discounting, and retention probability to long-run customer capital. Third, a correlation-regression block is designed to estimate how digital marketing investment, omnichannel harmony, CRM quality, and digital maturity affect ROI. Fourth, the article introduces an original Digital Maturity Index (DMI) composed of platform integration, data governance, CRM/CDP integration, omnichannel harmony, AI personalisation, and KPI governance. The principal scientific contribution lies in the proposed Digital-Service Synergy Matrix, which explains how digital maturity and the depth of service value co-creation jointly determine strategic marketing performance. The results of the methodological synthesis indicate that digital expenditure alone does not guarantee higher returns; its economic effect intensifies once the firm reaches a threshold level of digital maturity. In that sense, digital maturity operates not as a background condition, but as a catalytic multiplier of marketing investment. The practical contribution of the study is equally clear: service firms are offered a closed-loop strategic architecture built around DMI diagnosis, RFM segmentation, CLV prioritisation, omnichannel and AI-enabled personalisation, and ROI feedback. For policymakers, the framework provides an evaluative basis for benchmarking service-sector digitalisation through customer-capital and maturity-oriented indicators.