文章基本信息

标题：Customer Development Model Dalam Bisnis Jasa Pembelajaran Program English as Second Languange (ESL)
本地全文：下载
作者：Niken Dyah Wanodyanti ; Idqan Fahmi ; Agus Maulana 等
期刊名称：Jurnal Aplikasi Bisnis dan Manajemen
印刷版ISSN：2528-5149
电子版ISSN：2460-7819
出版年度：2019
卷号：5
期号：1
页码：95-95
DOI：10.17358/jabm.5.1.95
出版社：Bogor Agricultural University
摘要：The purpose of study is to test the application of Customer Development Model (CDM) in a language service business called English as Second Language (ESL). This study uses CDM approach by incorporating business model canvas and SERVQUAL. The study uses qualitative and quantitative approaches by involving corporate clients (headmaster and ESL teacher implementers) and corporate management to perceive consumer perceptions. The results of this study indicate that the company has passed the stage of customer discovery and customer validation for two years. The next stage is the customer creation with the results of a new marketing strategy formulation. The new marketing strategy formulation is a result of the improvement of the business model canvas and the evaluation of the old marketing strategy. The improvement of the canvas business model is derived from customer perception with SERVQUAL method. Formulation of marketing strategy will be conducted using the main strategy of providing holistic services and 7P (product, promotion, price, place, people, process, dan physical evidence) marketing mix strategy. The managerial implications that need to be carried by PT Pendidikan Prima Utama are the improvement of tools, service improvement, and ESL program development.
关键词：bisnis jasa; CDM; ESL; model bisnis kanvas; SERVQUAL