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Service Marketing Sumber Bacaan Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003 Lovelock, Service Marketing, Prentice Hall,

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Presentasi berjudul: "Service Marketing Sumber Bacaan Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003 Lovelock, Service Marketing, Prentice Hall,"— Transcript presentasi:

1 Service Marketing Sumber Bacaan Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003 Lovelock, Service Marketing, Prentice Hall, 2007 M. Eko Fitrianto

2 Kompetensi dasar Memahami sifat alami dari jasa 3 P tambahan Memahami strategi pemasaran jasa pada perusahaan

3 Peta Pembelajaran “Inovasi Jasa” Jasa Sifat alami (1) 3 P tambahan (2) Strategi (3)

4 Peta Pembelajaran “Service Marketing” (1) Definition & Classified of service (2) How services differ from goods ? (4) 3 P tambahan (3) The Nature of Service (6) ServQual ServQual Research IntangibeInsprblity VariablityPerishblity PeopleProcess Physical Evidence (5) Types of marketing in service industries Company CustomerEmployee ServiceGoods AB CD Cartesius Diagram

5 Every business is a service business. Does your service put a smile on the customer’s face?

6 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."

7 Jasa ? Kegiatan Inta- ngible X X X X Transfer kepemilikan Produk fisik/Konstruksi Dikonsumsi Pada saat Bersamaan diproduksi

8 Pure tangible good Tangible good with accompanying services Hybrid Major service with accompanying minor goods and services Pure service Derajat kombinasi Barang dan Jasa

9 3 Additional P’s

10 4P’s 3 Additional P’s PRODUCTPRICE PLACE PRO- MOTION PEOPLE PHYSICAL EVIDENCE PROCESS

11 The Nature of Service

12 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 PHYSICAL EVIDENCE

13 The Nature of Services Inseparability –Consumer is co-producer Variability –Quality control by: Good hiring and training procedures Service blueprint Monitoring customer satisfaction

14 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

15 Three Types of Marketing in Service Industries

16 Gap in Service Business

17 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

18 Service Quality Model

19 RELIABILITY RESPON- SIVENESS ASSURANCEEMPATHY TANGIBLES SERVQUAL SERVQUAL MODEL

20 Customer Satisfaction Expected service > performance = unsatisfied customer Expected service = performance = ok Expected service < performance = satisfied customer

21 Customer Importance and Performance Ratings for an Auto Dealership Mean AttributeImportancePerformance NumberAttribute DescriptionRating 1Job done right the first time Fast action on complaints Prompt warranty work Able to do any job needed

22 Importance-Performance Analysis

23 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

24 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

25 Customer Satisfaction Benefits of Customer Satisfaction –Positive word-of-mouth –Customers purchase frequently –Insulation from price competition –Attract better employees

26 Service Strategy

27 Low Cost Carrier

28 Global Link

29 Sekian -Terimakasih-

30 Pertanyaan diskusi Jelaskan hal apa yang membedakan antara barang dan jasa, berikan contoh! Jelaskan 5 dimensi ServQual, berikan contoh satu per satu!


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