Strategies for Maximizing Customer Lifetime Value (CLV) through Digital Marketing in the Service Sector

This This paper examines how service firms can raise customer lifetime value by using digital marketing as a relationship architecture rather than as a set of isolated promotional tools. Using qualitative analysis, systems thinking, and comparative interpretation of recent scholarship, the study evaluates CRM, hyper-personalization, AI-supported chatbots, predictive customer insight, and omnichannel coordination. The main result is straightforward: CLV grows most reliably when these tools are integrated around continuity, trust, relevance, and service convenience across the full customer journey.