Implementation of Strategic Management and Its Impact on Consumer Satisfaction in Special Needs Schools
DOI:
https://doi.org/10.61806/al-tatawur.v1i4.84Keywords:
Consumer Satisfaction, Marketing Strategies, Special Needs School, Strategy Managemen, SWOT AnalysisAbstract
This study aims to examine the implementation of management strategies at Insan Mulia Special Needs School and to analyze the role of management in enhancing consumer satisfaction at Insan Mulia Special Needs School, Tangerang Regency. Employing a qualitative approach, this research was conducted at Insan Mulia Special Needs School, with research subjects selected through purposive sampling. Data collection methods included in-depth interviews, observation, and documentation. Data analysis involved data condensation, data display, and conclusion drawing. The findings indicate that the implementation of strategic management in the school encompasses an analysis of internal factors, strengths and weaknesses, and external factors, opportunities and challenges, which are subsequently processed using a SWOT analysis to formulate marketing strategies. Student satisfaction is achieved through the principles of Attention, Interest, Desire, Action, and Satisfaction (AIDAS). The role of strategic marketing in improving student satisfaction includes increasing public interest in special education institutions, analyzing stakeholder needs and preferences, enhancing customer loyalty in education, and influencing stakeholder needs and expectations. In conclusion, a systematic and needs-based implementation of strategic management can significantly enhance student satisfaction and the overall effectiveness of educational services at Insan Mulia Special Needs School. This strategic model can serve as a reference for other schools seeking to optimize consumer satisfaction.
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