scholarly journals Relationship Marketing Activities in Building Customer-Oriented Marketing Services

2021 ◽  
Vol 9 (2) ◽  
pp. 22-26
Author(s):  
Carragh Yutiana Ferguson ◽  
Hendi Paramita ◽  
Indira Ratnasari
Keyword(s):  
Relationship Marketing ◽  
Qualitative Methodology ◽  
Internal Communication ◽  
Primary Data ◽  
Target Market ◽  
Marketing Manager ◽  
Research Relationship ◽  
Marketing Activities ◽  
Research Findings ◽  
Group A

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”.

scholarly journals Improving UK retail academic-practitioner research: insights from relationship marketing

2017 ◽  
Vol 45 (1) ◽  
pp. 4-19
Author(s):  
Nelson Blackley ◽  
Sheilagh Mary Resnick ◽  
Kim Cassidy
Keyword(s):  
Relationship Marketing ◽  
Qualitative Methodology ◽  
Academic Research ◽  
Retail Sector ◽  
Content Type ◽  
Building Relationships ◽  
Research Relationship ◽  
Multiple Data ◽  
The Uk ◽  
Relationship Benefits

Purpose The purpose of this paper is to explore the reasons for the continuing “gap” between UK retail academic research and practice. A relationship marketing (RM) lens, focussing on relationship antecedents, is used to develop a deeper understanding of the barriers to collaboration and propose new solutions to close the gap. Design/methodology/approach The paper adopts a qualitative methodology to compile the evidence, using multiple data sources to identify the dynamics of the retail academic-practitioner divide. Findings The research illustrates a marked absence of the majority of the customer focussed, seller focussed and dyadic antecedents, essential for effective relational exchanges, and highlights that at the heart of the problem lies a lack of shared understanding of mutual relationship benefits with academics currently neither motivated nor incentivised to develop such relationships. Research limitations/implications Further research is needed to explore what characterises a successful sustainable research relationship. There is also a pressing need to understand the experience, skills and knowledge of “boundary spanners” who operate successfully in both academic and business cultures. Practical implications Universities should adopt a strategic approach towards building relationships with retailers based upon relationship antecedents. Reward structures should be developed to encourage academics to develop research relationships. Resources should be allocated to better defining and communicating the benefits of a university research relationship with retailers. Originality/value There has been limited empirical research on the academic-practitioner gap within the context of the UK retail sector. The RM lens draws attention to new insights about barriers to successful relationships and generates concrete ideas for closing the gap moving forward.

scholarly journals Perencanaan Komunikasi Pemasaran di Masa Pandemi (Studi Kasus Interaksi Simbolik Hann Prawira Fotografi)

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 242
Author(s):  
Karl Vincent ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Target Market ◽  
Marketing Communication ◽  
Organizational Goals ◽  
The Public ◽  
Marketing Activities ◽  
Symbolic Interactions ◽  
Communication Planning ◽  
Depth Interviews

In marketing activities, marketing communication planning plays a role and is applied as a sales and promotion solution for a product to the public which uses several effective and interactive ways and the content of its service products can be felt by all target audiences. Hann Prawira Photography is a service provider company in the form of photography, the service company does photo shoots for Indonesian or foreign artists, not only shooting artists but also working on photo shoots for commercial needs, such as shooting for billboards, websites and others. This communication research focuses on symbolic interactions and has a very important role, in which Hann Prawira Photography uses this symbolic interaction by presenting his work through photography and also the importance of relationships with consumers. This study uses a qualitative methodology with a strategy and case studies. The data were collected using in-depth interviews directly to the founder of Hann Prawira Photography and his team. The conclusion of this research is that it has 8 marketing communication plans, namely, business objectives, target market, competitors, communication themes, tactical, implementation, monitoring, communication channels and evaluation. At all these stages there are symbolic interactions such as organizational goals, to the company's vision and mission.Di dalam kegiatan pemasaran, perencanaan komunikasi pemasaran berperan dan diterapkan sebagai solusi penjualan dan promosi untuk suatu produk kepada masyarakat yang dimana menggunakan beberapa cara yang efektif dan interaktif juga isi produk pelayanannya dapat dirasakan oleh semua target audience. Hann Prawira Fotografi merupakan suatu perusahaan penyedia jasa dalam bentuk fotografi, perusahaan jasa tersebut mengerjakan pemotretan artis indonesia ataupun luar negeri, tidak hanya pemotretan artis tetapi juga mengerjakan pemotretan untuk kebutuhan komersial, seperti pemotretan untuk billboard, website dan lainnya. Penelitian komunikasi ini berfokus pada interaksi simbolik dan mempunyai peran yang sangat penting, yang di mana Hann Prawira Fotografi sangat menggunakan interaksi simbolik ini dengan mempersembahkan karyanya lewat fotografi dan juga pentingnya hubungan dengan konsumen. Penelitian ini menggunakan metodologi kualitatif dengan strategi dan studi kasus. Data-data dikumpulkan menggunakan wawancara mendalam langsung kepada pendiri Hann Prawira Fotografi dan tim. Kesimpulan dari penelitian ini yakni memiliki 8 perencanaan komunikasi pemasaran yaitu, Tujuan bisnis, Target Market, Kompetitor, Tema Komunikasi, Taktis, Implementasi, Monitoring, saluran komunikasi dan Evaluasi. Pada semua tahapan tersebut terdapat interaksi simbolik seperti, tujuan organisasi, sampai visi dan misi perusahaan.

scholarly journals Developing a Marketing Strategy to Increase the Occupancy Rate: Case Study Hotel XYZ

2020 ◽  
Vol 5 (5) ◽  
Author(s):  
Farah Hani Andini ◽  
Deddy Priatmodjo Koesrindartoto
Keyword(s):  
Marketing Strategy ◽  
Secondary Data ◽  
Primary Data ◽  
Target Market ◽  
Hotel Management ◽  
Occupancy Rate ◽  
Financial Reports ◽  
Business Travelers ◽  
Business Model Canvas ◽  
Marketing Activities

Hotel XYZ is one of the oldest local hotels in Bandung. Located in a strategic location, this hotel uses the concept of a heritage hotel. In 2017-2019, Hotel XYZ experienced a decline in performance. This happen due to lowering the occupancy rate of the rooms which results in a decrease in overall income. The increasing number of local accommodations has also increased competition between hotels with the same target market. All data used in this study are qualitative and based on primary data and secondary data. Primary data was obtained through interviews with the XYZ hotel management and internal data needs such as room occupancy rate data and financial reports. Meanwhile, secondary data comes from study literature, related news and related journals. This study aims to help Hotel XYZ, to increase the occupancy rate of rooms so that they can survive in business in this industry. Several strategies will be used in this study to increase room occupancy rates. In this research, the author will identify problems through PEST analysis, competitor analysis, customer analysis and virtual hotel operator analysis and business model canvas. From the results of the analysis, the authors found that there are conditions that are not ideal, including not maximizing marketing activities, resulting in high walk-in consumers. After carrying out procedures for analysis related to company issues, the authors compile alternative solutions that can be proposed to be able to increase the occupancy rate and hotel revenue through a marketing strategy. The author develops strategies through new wave marketing and sustainability strategies. With this strategy, marketing activities can focus more on communities such as business travelers. XYZ hotel must also conducted some additional activities such as reactivating social media and websites, updating the interior and working with parties who can support hotel marketing activities.

Online Relationship Marketing to Customer Loyalty Based on Signaling Theory (Evidence of Bank Customers in Indonesia)

2020 ◽  
Vol 11 (1) ◽  
pp. 127-127
Author(s):  
Wenny Pebrianti ◽  
Wenseslaus Tanwira ◽  
Ahmadi
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Financial Services ◽  
Signaling Theory ◽  
Cellular Communication ◽  
Place And Space ◽  
New Era ◽  
Online Trust ◽  
Marketing Activities ◽  
Relationship Of

The internet has changed people's way of life, especially in dealing a transaction. Indonesian banking entered a new era since 2000 when banks in Indonesia began implementing electronic banking or e-banking systems. Integrating cellular communication technology and banking financial services is changing people's lifestyles to be more flexible in making it easier for users to access banking financial services without being hindered by time, place and space. The same integration also occurs in relationship marketing strategies and cellular communication technologies that make it easy for companies to be able to reach and provide the best service to their consumers. This study wants to reveal the relationship of interactivity and engagement which is an activity of Online Relationship Marketing at a bank to be able to understand consumers in order to create customer loyalty with online trust as mediation.Based on the above background, the problem in this study is "Does Online Relationship Marketing activities such as engagement and interactivity affect customer loyalty either through online trust as mediation or not?" Keywords: engagement, interactivity, online trust, customer loyalty, signaling theory

scholarly journals Stakeholders’ perceptions and reputational antecedents

2015 ◽  
Vol 12 (3) ◽  
pp. 314-329 ◽  
Author(s):  
S. M. Riad Shams
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Target Market ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Study Approach ◽  
The Impact

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

Relationship Marketing sebagai Upaya untuk Mempertahankan Loyalitas Pelanggan:

2021 ◽  
Vol 3 (2) ◽  
pp. 170-177
Author(s):  
Farah Chalida Hanoum ◽  
Yanti Hasbian Setiawati
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Activities ◽  
Major Shift

Relationship marketing establishing, developing and maintaining succesful relational exchanges constitutes a major shift in marketing theory and practice. Relationship marketing refer to all marketing activities directed toward establishing, developing and maintaining succesful relational exchanges.  

ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero), Tbk KANTOR CABANG PALOPO

2021 ◽  
Author(s):  
Rosnaini Daga
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Service ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Product Price ◽  
Service Strategy

Penelitian Ini berjudul “Analisis Strategi Pemasaran Dalam Peningkatan Jumlah Nasabah Produk Tabungan Britama Pada PT.Bank Rakyat Indonesia (Persero) Tbk. Penelitian ini bertujuan untuk Mengethui dan menganalisis strategi pemasaran yangdigunakan dalam peningkatan jumlah nasabah produk tabungan britama pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo.Metode analisis yang digunakan dalam penelitian ini yaitu metode deskriftif kualitatif. Informan ditentukan dengan teknik purposive, yaitu teknik penentuan subjek (informan) berdasarkan kriteria dan tujuan dari penelitian ini. Kriteria yang dipilih adalah Kepala Bagian Marketing Manager PT. Bank Rakyat Indonesia (Persero) Tbk, Kantor Cabang Palopo JL. K.H Ramli No. 2, Palopo, Sulawesi Selatan dengan tidak berdasarkan jenis kelamin dan mereka siap menjadi informan. Informan yang digunakan adalah 1 (satu) orang dan memungkinkan adanya penambahan jika tujuan penelitian belum tercapai.Hasil penelitian menunjukkan bahwa telah terjadi peningkatan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo. Strategi pemasaran yang dilakukan untuk meningkatkan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero) tidak jauh dari unsur marketing mix yaitu Place, Product, Price, dan Promotion. Strategi yang paling tepat adalah melalui strategi Relationship Marketing Strategy,, Strategy Superior Customer Service, Strategy Unconditional Guarantees, dan strategi penanganan keluhan yang efektif.

The Effect of Advertising on Sales and Brand Equity in Small Sport Businesses

2021 ◽  
Vol 30 (3) ◽  
Author(s):  
Ted Hayduk ◽  
Matthew Walker
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Small Businesses ◽  
Resource Constraints ◽  
Dynamic Panel ◽  
Entrepreneurial Marketing ◽  
Marketing Activities ◽  
Meaningful Relationships ◽  
Meaningful Connections ◽  
Dynamic Panel Estimator

Work in relationship marketing (RM) has implied that most large sport properties fail to enact sport relationship marketing (SRM) tactics that establish meaningful connections with consumers. Work in entrepreneurial marketing (EM) suggests that small businesses must innovate to implement elements of EM due to inherent resource constraints. Therefore, exploring SRM in an entrepreneurial, innovation-dependent context like small sport businesses (SSBs) may help explain why large sport fi rms struggle with SRM. Therefore, we examined whether SSBs’ marketing activities are generative of RM-specific outcomes and attempted to identify when and how these relationships can be augmented. Results from a dynamic panel estimator carried out on a sample of 332 SSBs over a 22-year span indicate that SSBs accrue only some of the benefits to be expected in the presence of successful SRM, highlighting the need to understand why sport properties of all sizes struggle to build meaningful relationships.

scholarly journals The View of Student Teachers on the Teacher’s Profession

2021 ◽  
Vol 11 (3) ◽  
pp. 23-34
Author(s):  
Petra Trávníčková
Keyword(s):  
Student Teachers ◽  
Qualitative Methodology ◽  
Practical Experience ◽  
University Education ◽  
Future Research ◽  
First Year ◽  
Professional Careers ◽  
University Studies ◽  
Research Findings ◽  
Future Work

Abstract Introduction: In recent years, teaching is no longer perceived only as a job, but as a profession. The study focuses on student’s view on the teacher’s profession, which is important in the context of becoming a teacher. During their university studies, student teachers are at the beginning of their professional careers. Their attitudes, values and principles are still evolving. Methods: Building on previous studies, qualitative methodology was applied. The main goals of the research were to describe the changing views of student teachers on the teacher’s profession, and to compare their views in the first and third years of study. Therefore, thematic writing was chosen. Results: The results show that the student teacher’s views change significantly during their university studies. While in the first year, student teachers focus more on the importance of childhood, their own practical experience and the teacher’s influence on a child’s life; in the last year of bachelor´s study, the emphasis is on the teacher’s personality, teaching professionalism and on the teacher as a learner can be observed. This paper can provide evidence that university education for kindergarten teachers is important and it most likely influences their future work. Discussion: The research findings show that it is appropriate to pay attention to how views about the teacher’s profession change. This could broaden the view of the development of the teacher profession concept and could also be a useful tool for modifying the content of future teachers’ education. Limitations: A certain limit of research can be sen in using one method. It would certainly be appropriate to supplement the research with interviews with participants. In my future research I will focus on this issue. Conclusion: 1. The student teachers’ views change significantly during their university studies, 2. The focus moves from their practical experience to the didactic theory. 3. There is a shift from focusing on personality of teachers to their abilities.

scholarly journals Rethinking pain education from the perspectives of people experiencing pain: a meta-ethnography to inform physiotherapy training

BMJ Open ◽  
2022 ◽  
Vol 12 (1) ◽  
pp. e046363
Author(s):  
Kate Thompson ◽  
Mark I Johnson ◽  
James Milligan ◽  
Michelle Briggs
Keyword(s):  
Qualitative Methodology ◽  
Qualitative Synthesis ◽  
Eligibility Criteria ◽  
Pain Education ◽  
Adult Participants ◽  
Qualitative Systematic Review ◽  
Health And Social Care ◽  
Care Systems ◽  
Research Findings ◽  
Training Programmes

BackgroundPain is a complex, global and multidimensional phenomena that impacts the lives of millions of people. Chronic pain (lasting more than 3 months) is particularly burdensome for individuals, health and social care systems. Physiotherapists have a fundamental role in supporting people who are experiencing pain. However, the appropriateness of pain education in pre-registration physiotherapy training programmes has been questioned.Recent research reports identify the need to integrate the voice of patients to inform the development of the pre-registration curriculum. The aim of this meta-ethnography was to develop new conceptual understanding of patients' needs when accessing physiotherapy for pain management. The concepts were viewed through an educational lens to create a patient needs-based model to inform physiotherapy training.MethodsNoblit and Hare’s seven-stage meta-ethnography was used to conduct this qualitative systematic review. Five databases (MEDLINE, CINAHL Complete, ERIC, PsycINFO and AMED) were searched with eligibility criteria: qualitative methodology, reports patient experience of physiotherapy, adult participants with musculoskeletal pain, reported in English. Databases were searched to January 2018. Emerge reporting guidelines guided the preparation of this manuscript.ResultsA total of 366 citations were screened, 43 full texts retrieved and 18 studies included in the final synthesis. Interpretive qualitative synthesis resulted in six distinct categories that represent patients’ needs when in pain. Analysing categories through an education lens resulted in three overall lines of argument to inform physiotherapy training. The categories and lines of argument are represented in a ‘needs-based’ model to inform pre-registration physiotherapy training.DiscussionThe findings provide new and novel interpretations of qualitative data in an area of research that lacks patient input. This is a valuable addition to pain education research. Findings support the work of others relative to patient centredness in physiotherapy.

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