DESIGN & MENGELOLA JASA
M WELLY NAILIS, SE MM
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11-1
Every business is a
service business. Does
your service put a smile
on the customer’s face?
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ServQual Management
Urgensi Kualitas Jasa  SURVIVE
“Bagaimana konsumen menetukan pilihan
produk yang akan dibelinya?”
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Who is our customer ?
Profit / Benefit = Value – Cost
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Categories of Service Mix
Pure tangible good
Tangible good with
accompanying services
Hybrid
Major service with accompanying
minor goods and services
Pure service
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3 Additional P’s
PEOPLE
PRODUCT
PRICE
4P’s
PLACE
PROCESS
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PROMOTION
PHYSICAL
EVIDENCE
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Service Model
Service
Quality
Customer
Satisfaction
Profits
Customer
Loyalty
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The Service Experience
Performance Standards
National Westminster Bank
• $5 for a poor greeting
• $50 for a non-response on a loan by 5 p.m. the
next day
Stew Leonard’s Store Norwich, CT
1. The customer is always right.
2. If the customer is ever wrong, reread rule one.
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The Service Experience
Performance Standards
L.L. Bean
• The customer is the most important aspect
of business and the focus of the company
• The customer is not dependent on us
• Interactions should profit both the customer
and the company
• The customer is not someone to argue with
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The Service Experience
Get Management
Close to
Customers
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ServQual Management
Profit / Benefit = Value – Cost
Value yang diberikan pelanggan diukur berdasarkan
keandalan (reliability), ketahanan (durability) dan
kinerja (performance) terhadap bentuk fisik,
pelayanan karyawan perusahaan, dan citra
produk/jasa.
Cost yang dikelurkan pelanggan diukur berdasarkan
jumlah uang, waktu dan energi, dan biaya psikologis
produk/jasa.
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Quality ?
Menurut America Society for Quality
Control, kualitas adalah keseluruhan
ciri-ciri dan karakteristik dari suatu
produk/jasa dalam hal
kemampuannya untuk memenuhi
kebutuhan-kebutuhan yang telah
ditentukan atau bersifat laten
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SERVQUAL (Service Quality)
Dikembangkan oleh Parasuraman,
Zeithaml, dan Berry dalam serangkaian
penelitian mereka dalam 6 sektor jasa:
Reparasi, Peralatan Rumah Tangga, Kartu
Kredit, Asuransi, Sambungan Telpon
Jarak Jauh, Perbankan Ritel, dan Pialang
Sekuritas.
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SERVQUAL (Service Quality)
SERVQUAL dibangun atas perbandingan dua
faktor utama yaitu persepsi pelanggan atas
layanan yang nyata mereka terima (perceived
service) dengan layanan yang sesungguhnya
diharapkan/diinginkan (expeced service).
Service quality dapat didefinisikan sebagai
seberapa jauh perbedaan antara kenyataan dan
harapan atas layanan yang mereka
terima/peroleh
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Customer Satisfaction
Expected service > performance = unsatisfied customer
Expected service = performance = ok
Expected service < performance = satisfied customer
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Managing Expectations
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Customer Satisfaction
1 in 4 unhappy
customers switch
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1 in 27 unhappy
customers complain
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Customer Satisfaction
Happy customers
tell 4 people
Unhappy
customers tell 20
people
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Customer Satisfaction
It is easier and five times
cheaper to keep a customer
than to gain a new one
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Customer Satisfaction
Benefits of Customer Satisfaction
Positive word-of-mouth
Customers purchase frequently
Insulation from price competition
Attract better employees
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Customer Satisfaction
Common Mistakes
Customer service as
cost rather than an
investment
Failure to link
customer satisfaction
to the bottom lines
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Dimensi Kualitas Pelayanan
(SERVQUAL)
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Service Quality
Bukti Fisik yaitu kemampuan suatu
perusahaan dalam menunjukan
eksistensinya kepada pihak
eksternal. Yang meliputi fasilitas
fisik (gedung, mesin dll),
perlengkapan dan peralatan
yang dipergunakan (teknologi),
serta penampilan pegawainya
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Service Quality
Keandalan yaitu kemampuan
perusahaan untuk memberikan
pelayanan sesuai yang dijanjikan
secara akurat dan terpercaya
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Service Quality
Ketanggapan yaitu
kemampuan untuk
membantu dan memberikan
pelayanan yang cepat (responsif)
dan tepat kepada pelanggan, dengan
penyampaian informasi yang jelas.
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Service Quality
Jaminan dan kepastian yaitu
pengetahuan, kesopansantunan,
dan kemampuan pegawai
menumbuhkan rasa percaya para
pelanggan kepada perusahaan.
Terdiri dari beberapa komponen
antara lain komunikasi
(communication), kredibilitas
(credibility), keamanan (security),
kompetensi (competence), dan
sopan santun (countesy).
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Service Quality
Empathy, yaitu memberikan perhatian
yang tulus dan bersifat individu atau
pribadi yang diberikan kepada para
pelanggan dengan berupaya memahami
keinginan konsumen.
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Service Quality
The value of a loyal
customer
The longer we keep a
customer, the more we
make
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Service Quality
Gaining a new
customer requires
Advertising
Promotions
But new customers
often have little
loyalty
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Customer Strategies
Remember Customers
Send greeting cards,
etc.
Communicate firm’s
genuine care for
their well-being
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Customer Strategies
Maintain Perspective
Maintain a
customer-oriented
frame of mind
Use mission to
reinforce firm’s
priorities to
employees
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Customer Strategies
Build Trusting
Relationships
Protect confidential
information
Tell the truth, always
Provide customers
with full information
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Customer Strategies
Monitor Service
Delivery Process
Proactively seek
customer feedback
Proper Training and
Installation
Train customer to use
what they have
purchased
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Customer Strategies
Be There
Don’t hide when a
customer returns a
product
The personal touch
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Customer Strategies
Offer Service
Guarantees
Reinforce customer
loyalty
Build market share
Force improved
delivery system
Performance
standards
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G a m b a r 1 . M o d e l K u a lit a s J a s a ( G a p M o d e l)
K o m u n ik a s i d a r i
m u lu t k e m u lu t
K e b u tu h a n
p e rso n a l
P e n g a la m a n m a s a
la lu
J a s a ya n g
d ih a r a p k a n
G ap5
J a s a ya n g
d ir a s a k a n
P e n ya m p a ia n
ja s a
M a n a je m e n
( P en yed ia
p ela ya n a n )
G ap 1
K o m u n ik a s i
e k te r n a l
G ap 3
P e n ja b a r a n ja s a
G ap 4
G ap 2
P e rse p si
m a n a je m e n
K e t:
= k e s e n ja n g a n y a n g d i u k u r d a l a m p e n e l i ti a n
S u m b e r : Z e i th a m l , V a l e r i e , P a r a s u r a m a n , L . B e r y ( 1 9 9 0 ) “ D e liv e r in g Q u a lity S e r v ic e b a la n c in g
c u s to m e r P e r c e p tio n a n d E x p e c ta tio n ” , N e w Y o r k P r e s s , p . 4 6
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G rafik D iagra m C artesius
Y = K ep en tin gan
K u ad ran A
K u ad ran B
K u ad ran C
K u ad ran D
Y
0
X
X = K epua sa n
Sum ber : H usein U m a r, 2 0 0 0 : R iset P em a sa ra n da n P erila k u K onsum en
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Dissatisfaction Alternative Acts
Seek redress d irectly
From bu sin ess firm s
T ak e som e
from of p u blic
T ak e
som e
action
D evid e to stop
bu yin g
Prod u ct or bran d or
B o yscott seller
D issatisfaction
occu rs
T ak e n o
action
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T ak e leg al action to
O btain redress
T ak e som e
form of p rivate
action
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C om p lain to bu sin ess
Private,or
g ov ern m en t ag en cies
W arn frien d s abou t
th e prod u ct an d /or
seller
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