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”.
Highlights
Education is playing an important part in all of the world, it’s the main primary need of a human being that children learn from being in school, they are socialising to others that created the connection between each other
Indonesia is sitting as the four largest education systems in the world, supported by minister of education, “do not forget that Indonesia has among the four largest education systems in the world
Highlight of the 13 questions, these statements supported the statement that SIS Bona Vista value and implement premium services of education which correlate to the customer-oriented marketing services they have built with their customers, question 2 with high percentage of 59,46% has agreed that their child is happy in Singapore Intercultural School Bona Vista, and question 10 with high percentage of 66,67% has agreed that the school engages with parents on regular basis
Summary
Education is playing an important part in all of the world, it’s the main primary need of a human being that children learn from being in school, they are socialising to others that created the connection between each other. Highlight of the 13 questions, these statements supported the statement that SIS Bona Vista value and implement premium services of education which correlate to the customer-oriented marketing services they have built with their customers, question 2 with high percentage of 59,46% has agreed that their child is happy in Singapore Intercultural School Bona Vista, and question 10 with high percentage of 66,67% has agreed that the school engages with parents on regular basis. The research objective of this paper is to know how relationship marketing activities to build customer-oriented marketing services in Singapore Intercultural School Bona Vista, Jakarta. Key contribution of Friested and Wright persuasion knowledge model is that the consumers are active and knowledgeable participants in marketers’ persuasion efforts and the persuasion knowledge includes motivation, cognitive ability and goals are all factors that will be consider into examining the effectiveness of marketing attempt of persuasion. The model is useful for the marketer and target market, it provides the marketers an understanding of how consumers react to persuasion attempts and guide on how to minimize persuasion knowledge activation
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