RFM BASED CUSTOMER LOYALTY SEGMENTATION FOR DEVELOPING B2B MARKETING STRATEGIES: A CASE STUDY OF XYZ HOSPITAL NORTH JAKARTA

Abstrak

Transaksi perusahaan mitra B2B di Rumah Sakit XYZ Jakarta Utara menunjukkan pola yang fluktuatif dari waktu ke waktu sehingga menyulitkan rumah sakit dalam mengidentifikasi tingkat loyalitas customer serta menentukan strategi pemasaran yang tepat bagi setiap perusahaan mitra. Kondisi tersebut berpotensi menyebabkan strategi retensi customer kurang efektif dan meningkatnya risiko customer berhenti bertransaksi (churn). Penelitian ini bertujuan mengidentifikasi tingkat loyalitas perusahaan mitra B2B menggunakan metode Recency, Frequency, Monetary (RFM) serta merumuskan strategi Marketing Mix 8P berdasarkan hasil segmentasi customer. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan memanfaatkan data tagihan rawat jalan perusahaan mitra periode Januari–Desember 2025. Analisis dilakukan dengan membandingkan hasil segmentasi customer pada semester pertama dan semester kedua, kemudian mengelompokkan customer ke dalam empat kategori, yaitu Loyal, Potensial, At Risk (Churn Risk), dan Tidak Loyal. Hasil penelitian menunjukkan bahwa jumlah customer mitra meningkat dari 118 pada semester pertama menjadi 127 pada semester kedua tahun 2025. Beberapa customer baru di semester kedua, masuk dalam kategori Potensial dan Loyal. Meski demikian, analisis mengungkapkan adanya perubahan perilaku transaksi customer. Sebanyak empat customer mitra mengalami penurunan kategori dari Potensial menjadi Tidak Loyal, dua customer berubah dari Potensial menjadi At Risk (Churn Risk), serta satu customer kategori Potensial berhenti bertransaksi pada semester kedua. Selain itu, terdapat 27 customer yang bertransaksi pada semester pertama tetapi tidak lagi bertransaksi pada semester kedua, yang terdiri atas 22 customer kategori Tidak Loyal, empat customer kategori At Risk (Churn Risk), dan satu customer kategori Potensial. Berdasarkan hasil segmentasi RFM, penelitian ini merumuskan strategi Marketing Mix 8P yang disesuaikan dengan karakteristik masing-masing segmen customer. Strategi tersebut berfokus pada retensi dan penguatan hubungan jangka panjang bagi customer Loyal, peningkatan aktivitas transaksi bagi customer Potensial, pencegahan churn bagi customer At Risk (Churn Risk), serta re-engagement dan evaluasi kerja sama bagi customer Tidak Loyal. Temuan penelitian ini memberikan implikasi praktis bagi rumah sakit dalam mengembangkan strategi pengelolaan customer B2B berbasis data sehingga dapat meningkatkan efektivitas retensi customer, meminimalkan risiko churn, dan memperkuat kemitraan jangka panjang.

Fluctuating transaction patterns among B2B partner companies between the first and second semesters of 2025 made it challenging for XYZ Hospital, North Jakarta, to accurately identify customer loyalty levels and implement targeted customer relationship strategies. This condition may reduce the effectiveness of customer retention efforts and increase the risk of customer churn. Therefore, this study aims to identify the loyalty level of B2B partner companies using the Recency, Frequency, Monetary (RFM) model and to formulate 8P Marketing Mix strategies based on customer segmentation results. This study employed a descriptive quantitative approach using outpatient billing data from partner companies covering the period from January to December 2025. Customer segmentation was performed by comparing RFM analysis results between the first and second semesters, with customers classified into four categories: Loyal, Potential, At Risk (Churn Risk), and Not Loyal. The findings indicate that the number of partner companies increased from 118 in the first semester to 127 in the second semester of 2025. A few of new customers categorized as Loyal and Potential customers. However, the analysis also revealed changes in customer transaction behavior. Four partner companies declined from the Potential to the Not Loyal segment, two moved from Potential to At Risk (Churn Risk), and one Potential customer ceased transactions during the second semester. Furthermore, 27 customers who had conducted transactions in the first semester did not return in the second semester, consisting of 22 Not Loyal customers, four At Risk (Churn Risk) customers, and one Potential customer. Based on the RFM segmentation results, this study proposes 8P Marketing Mix strategies tailored to the characteristics of each customer segment. The proposed strategies emphasize customer retention and long-term relationship strengthening for Loyal customers, transaction growth initiatives for Potential customers, churn prevention programs for At Risk (Churn Risk) customers, and re-engagement as well as partnership evaluation for Not Loyal customers. These findings provide practical insights for hospitals in developing data-driven B2B customer relationship management strategies to improve customer retention, minimize churn risk, and strengthen long-term partnerships.