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The bodywork industry in Indonesia is under high competitive pressure, requiring companies to be more adaptive in understanding customer behavior in order to maintain business continuity. PT. Bengawan Karya Sakti as one of the national bodywork companies, has not optimally utilized historical transaction data to assess customer loyalty. This study aims to identify customer loyalty segmentation through the application of the RFM (Recency, Frequency, Monetary) method, which is used to analyze sales transaction data in 2022 and 2023. The study uses the CRISP-DM approach which includes the stages of business understanding, data exploration, data cleaning and processing, modeling, evaluation, and implementation of results. The transaction data analyzed includes attributes of transaction date, customer, number of transactions, and transaction value, which are then processed into RFM scores based on the transaction year and classified into categories such as Very Loyal, Loyal, At Risk, and others. The segmentation results show an increase in the number of very loyal customers from 2022 to 2023, as well as a significant decrease in inactive and at-risk customers. The chi-square statistical test shows that the difference in customer distribution between years is statistically significant (p-value <0.05), indicating a real influence from the company's strategy or external factors. The main conclusion of this study is that the RFM method is effective in the bodywork industry to support data-based marketing decision making and more targeted customer retention strategies.

This paper presents n conceptual model of Internet-based business-consumer relationship marketing with a focus on the context, content, and the process of relationship development from the consumer's perspective. The model con be divided into two broad groups. The first group is a set of contextual factors (environment, parties to the relationship, consumption task) that influence relationship development. The second group is the content and process of relationship development that can be viewed via three interrelated conceptual phases: consumer motives to seek interaction, exploration and interaction, and relationship bonding. With the rapid growth of E-commerce and on-line consumer shopping trends, the importance of building and maintaining customer loyalty in electronic marketplaces has come into sharper focus in marketing theory and practice. This paper also to present a conceptual framework of "e-loyalty" and its underlying drives.