Ed-tech as Cyber Brand: Winning in Service Market

DOI

10.2991/aebmr.k.220701.048How to use a DOI?

Keywords

Managing People For Service Advantage; Customer Equity; Brand Equity; Value Equity; dan Relationship Equity

Abstract

The purpose of this study is to analyze the branding activities carried out by Ruangguru as a cyber brand and the challenges of managing people for service advantage in winning e-course in the service market so that they can face the digital industrial revolution 4.0 in Indonesia. A qualitative method with an analytical descriptive study approach was employed as the research method. Meanwhile, online observation and documentation carried out the data collection techniques. The location in this research was PT. Ruang Raya Indonesia (Ruangguru). The research results showed that in developing human resources for educational services, it is necessary to pay attention to how to place the right people in their fields, “the right man, in the right place”, develop employees so that they can deliver educational services well, provide the best facilities to support the process in educational services, retain the best employees, and reward all employee and student achievements. Therefore, managers need to pay attention to the factors driving service excellence. Good brand equity will show that Ruangguru can build trust by providing good service quality and customer loyalty. The selection of the exemplary brand ambassador and relationship equity showed that Ruangguru formed an online student com-munity throughout Indonesia.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Evi Yuliani Hertiana
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2022
DA  - 2022/07/12
TI  - Ed-tech as Cyber Brand: Winning in Service Market
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 246
EP  - 251
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.048
DO  - 10.2991/aebmr.k.220701.048
ID  - Hertiana2022
ER  -