CH11-Designing and Managing Services-04-LITE

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Service Marketing
M. Eko Fitrianto
[email protected] | @fitrianto2001
Sumber Bacaan
Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003
Lovelock, Service Marketing, Prentice Hall, 2007
Peta Pembelajaran
“Service Marketing”
(6) ServQual
(1) Definition &
Classified of service
ServQual Research
(2) How services differ
from goods ?
Goods
Service
Cartesius Diagram
A
B
(4) 3 P tambahan
Service
People
C
Process
D
Physical Evidence
Company
Employee
(5) Types of marketing
in service industries
Customer
(3) The Nature of
Service
Intangibe
Insprblity
Variablity
Perishblity
Every business is a service
business. Does your service
put a smile on the customer’s
face?
Pengertian Jasa
• Menurut Payne, "Jasa merupakan suatu kegiatan yang memiliki
beberapa unsur ketakberwujudan (intangible) yang melibatkan
beberapa interaksi dengan konsumen atau dengan properti
kepemilikiannnya, dan tidak menghasilkan transfer kepemilikan.“
• Menurut Zeithmal dan Bitner, "Jasa adalah seluruh kegiatan yang
meliputi aktifitas ekonomi yang hasilnya bukan merupakan produk
fisik atau konstruksi, umumnya dikonsumsi sekaligus pada saat
diproduksi dan memberikan nilai tambah dalam berbagai bentuk
(seperti : kenyamanan, hiburan, ketepatan waktu, kemudahan dan
kesehatan) yang pada dasarnya tidak berwujud."
Differ from product and service
Pure tangible good
Tangible good with accompanying services
Hybrid
Major service with accompanying minor goods
and services
Pure service
3 Additional P’s
PEOPLE
PRODUCT
PRICE
4P’s
PLACE
PROCESS
PROMOTION
PHYSICAL
EVIDENCE
The Nature of Services
• Characteristics of Services and Their
Marketing Implications
– Intangibility
• Service positioning strategy can be
made tangible through:
–
–
–
–
–
–
Place
People
Equipment
Communication material
Symbols
Price
The Nature of Services
• Inseparability
– Consumer is co-producer
• Variability
– Quality control by:
• Good hiring and training procedures
• Service blueprint
• Monitoring customer satisfaction
The Nature of Services
• Perishability
– Strategies for better matching between demand and supply in a
service business
• Differential pricing
• Nonpeak demand
• Complementary services
• Reservation systems
• Part-time employees
• Peak-time efficiency
• Increased consumer participation
• Shared services
• Facilities for future expansion
Three Types of Marketing in Service Industries
Marketing Strategies for Service Firms
• Five gaps that cause unsuccessful delivery
– Gap between consumer expectation and management
perception
• Eg : Consumer want low price ↔ Management perceiption : sopisticated
– Gap between management perception and service-quality
specification
• Eg : Consumer want fast, but manager don’t specify this in minutes
– Gap between service-quality specification and service delivery
• Eg : Personel don’t deliver service like specification needed
– Gap between service delivery and external communications
• Eg : External communications have distorted the customer’s expectations
– Gap between perceived service and expected service
• Eg : Consumer expectation ↔ Company’s performance
Service Quality Model
SERVQUAL MODEL
TANGIBLES
RELIABILITY
RESPONSIVENESS
SERVQUAL
ASSURANCE
EMPATHY
Customer Satisfaction
• Expected service > performance = unsatisfied customer
• Expected service = performance = ok
• Expected service < performance = satisfied customer
Customer Importance and Performance
Ratings for an Auto Dealership
Attribute
Mean
Mean
Importance
Performance
Number
Attribute Description
Rating
Rating
1
Job done right the first time
3.83
2.63
2
Fast action on complaints
3.63
2.73
3
Prompt warranty work
3.60
3.15
4
Able to do any job needed
3.56
3.00
Importance-Performance Analysis
Marketing Strategies for Service Firms
– Satisfying Customer Complaints
– Satisfying Employees As Well As Customers
• Managing Productivity
– Seven approaches to improving service productivity:
• Have service providers work more skillfully
• Increase the quantity of service by surrendering some quality
• “Industrialize the service” by adding equipment and
standardizing production
• Reduce or make obsolete the need for a service by inventing
a product solution
• Design a more effective service
• Present customers with incentives to substitute their own
labor for company labor
• Harness the power of technology to give customers access
to better service and make service workers more productive
Managing Product Support Services
– Customers have three worries
• Reliability and failure frequency
• Downtime duration
• Out-of-pocket costs of
maintenance and repair
– Life-cycle cost
Customer Satisfaction
Benefits of Customer Satisfaction
– Positive word-of-mouth
– Customers purchase frequently
– Insulation from price competition
– Attract better employees
Sekian
-Terimakasih-
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