The Relationship Marketing Communication Strategy During the Covid-19 Pandemic: A Case Study of Islamic Schools in Yogyakarta

DOI

10.2991/assehr.k.211121.056How to use a DOI?

Keywords

Relationship Marketing Communication; Islamic School

Abstract

This paper investigates how educational institutions implement relationship marketing communication strategies during the Covid-19 pandemic. The theoretical framework used is a model that integrates the development of marketing relationships with marketing communication practices. The approach taken was a case study – qualitative research of 3 Islamic schools in Yogyakarta, namely SDIT Hidayatullah, SDIT Salsabila and SDIT Darussalam Selokerto. By reviewing school promotion tools, complemented by interviews of school management, the authors provide a case study of 3 Islamic Schools in Yogyakarta effectively employed the relational marketing communication strategy practices. The results showed several essential components in the relationship marketing communication strategy developed by Islamic schools. The schools build a deep interaction process relationship marketing and design the planned communication process in relationship marketing. In addition, Islamic Schools enhance the relationship marketing dialogue. Finally, they strengthen the relationship value process marketing. The findings indicate that school administrators can use relationship marketing communication to improve the school’s image, leading to the increased public interest in choosing the school.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

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

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TY  - CONF
AU  - Subhan Afifi
AU  - Puji Hariyanti
PY  - 2021
DA  - 2021/11/29
TI  - The Relationship Marketing Communication Strategy During the Covid-19 Pandemic: A Case Study of Islamic Schools in Yogyakarta
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 235
EP  - 240
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.056
DO  - 10.2991/assehr.k.211121.056
ID  - Afifi2021
ER  -