Relationship Marketing Activities in Building Customer-Oriented Marketing Services

Main Article Content

Carragh Yutiana Ferguson
Hendi Paramita
Indira Ratnasari

Abstract

The aim of this study is to know how does relationship marketing activities in building customer-oriented marketing services. For this research, relationship marketing is used as it’s main theory, and the tool to conduct this research is through descriptive-qualitative methodology, with two informants from Singapore Intercultural School Bona Vista, first informant Head of Marketing of SIS Group of Schools and second informant Parents Relation Officer and Marketing Manager of Singapore Intercultural School Bona Vista as primary data. The research findings indicate that SIS Bona Vista has done well with their relationship marketing activities in building customer-oriented marketing services through pre sales mainly Digital: Website, Instagram, Facebook, Twitter, Google Ads, SEO, SEM where then they continue to email greeting such sharing information about the school, sending useful articles and in Traditional, reaching out to communities such Embassies of Korea and Japan. During sales when the target market visited Indonesia, they will book a school tour – “moment of truth” and an after sale an Alumni Group. Internal communication with existing parents it’s an open and flexible communication, through WhatsApp, email, Social Media. Parents and teacher through WhatsApp group. A weekly overall information through “SIS Connect” and internal application named “Academia”.

Article Details

How to Cite
Ferguson, C. Y., Paramita, H., & Ratnasari, I. (2021). Relationship Marketing Activities in Building Customer-Oriented Marketing Services. Kanal: Jurnal Ilmu Komunikasi, 9(2), 65-69. https://doi.org/10.21070/kanal.v9i2.1014
Section
Original Research

References

Cindyara, A. (2019). Education Minister Makarim seeks support from fellow millennials. Retrieved from Antaranews Website: https://en.antaranews.com/news/135228/education-minister-makarim-seeks-support-from-fellow-millennials, (Accedssed on 7 November 2020)
Chauhan, G.M., Anbalagan, C. (2014) Strategy and Trends in B2B Business: Opportunities and Challenges – A Global Perspective. IFSMRC African International Journal of Research in Management, 2(3). Retrieved from http://www.ifsmrc.org/sites/default/files/journal/pdf/6.%20AIJRM%202305JJ14%20Mani%20paper%20for%20AIJRM%20issue%203.pdf
Christopher, M., Payne, A., & Ballantyne, D. (1991). Relationship Marketing: Bringing Quality Customer Service and Marketing Together, 7. London: UK, Heinemann.
Denzin, N. K. (1978). The Research Act: A Theoretical Introduction to Sociological Methods. USA: McGrow-Hill.
Denzin, N. K., & Lincoln, Y., S. (Eds.) (2011). The SAGE Handbook of Qualitative Research, 6. Texas: SAGE.
Fill, C. & Turnbill, S. (Eds.). (2016). Marketing Communications: discovery, creation and conversations, 331-336. United Kingdom: Pearson Education Limited.
Friested M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21, 1-31.
Gumersson, E. (2011). Total Relationship Marketing, 5-7. UK: Routledge.
Garfinkel, J. (2019). 5 reasons why customer loyalty is important for your business. Widewail. Retrieved from https://www.widewail.com/blog/2019/1/22/5-reasons-why-customer-loyalty-is-important-for-your-business, (Accessed on 3 September 2020)
Kotler, P., & Keller, K. L. (2014). Marketing Management (14 ed), 137. UK: Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15 ed), 163. UK: Pearson.
Lawrence, N. W (2014). Social Research Methods: Qualitative and Quantitative Approaches (7 ed), 38-117. UK: Pearson.
Payne. A., & Frow, P. (2005, October): A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69, 167-176. Doi: ISSN: 0022-2429 (print), 154-7185 (electronic). Retrieved from https://journals.sagepub.com/doi/10.1509/jmkg.2005.69.4.167, (Accessed on 3 September 2020).
Porter, M. (1985). Competitive Advantage: Creating and Sustaining Superior Performance, 11. New York: Free Press.
Punch, K. F (2009). Introduction to Research Methods in Education, 175. New York: SAGE.