DEVELOPING A SUCCESS BLUEPRINT FOR MEMBER RETENTION IN NETWORK MARKETING THROUGH APPRECIATIVE INQUIRY: A CASE STUDY OF ABC CO., LTD. (PSEUDONYM)

Abstract

This study aimed to develop a Success Blueprint for member retention in network marketing organizations by applying Appreciative Inquiry to identify and synthesize the success factors and leadership best practices that contribute to retention. The study used a qualitative design structured by the four stages of Appreciative Inquiry: Discover, Dream, Design, and Destiny. Data were collected from ten purposively selected key informants of ABC Co., Ltd. (pseudonym), including senior leaders, line leaders, and active members with proven experience in team building and member development. Data collection methods included in-depth interviews, focus group discussions, and reflective sessions. Data were analyzed using content analysis and thematic analysis, with trustworthiness enhanced through triangulation, peer debriefing, and member checking. The study identified five key success factors influencing member retention: positive relationships and member care, a clear and replicable duplication system, meaning and value creation in work, community building and collaborative learning, and continuous leadership development. These factors were synthesized into a Success Blueprint consisting of five interrelated components: Care System, Duplication System, Community Experience, Meaning Creation, and Leadership Continuity. Participants evaluated the blueprint as practical, contextually appropriate, and applicable for organizational implementation. The study contributes a theory-informed, practice-oriented framework that strengthens member engagement and supports sustainable member retention within network marketing organizations, while extending the application of Appreciative Inquiry to retention-focused organizational development.

Keywords: Member Retention, Success Blueprint, Appreciative Inquiry, Leadership, Network Marketing