Service Marketing M. Eko Fitrianto e.fitrianto@ymail.com | @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 (2) How services differ from goods ? ServQual Research Goods Service Cartesius Diagram Service (4) 3 P tambahan A B People Process C D Physical Evidence (5) Types of marketing in service industries (3) The Nature of Service Company Intangibe Insprblity Variablity Perishblity Employee Customer

Value : Hygine Customer Solution Jasa Sedot WC Value : Hygine Customer Solution Karakteristik | Offering (strategy) | Evaluation

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."

Definisi Jasa Apa itu jasa ?

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

Klasifikasi Jasa Berdasarkan faktor produksi (People base dan equipment base) Contoh : Salon (People base), Service center elektronik (Equipment base) Berdasarkan kehadiran konsumen (client presence) Contoh : Jasa pengiriman Berdasarkan konsumen (Bisnis atau Pribadi) Berdasarkan tujuan perusahaan (Komersil dan non komersil)

Komposisi antara Barang dan Jasa dalam sebuah produk

Pure tangible good Tangible good with accompanying services Hybrid Major service with accompanying minor goods and services Pure service

Intangible | Inseparability | Variability | Perishability The Nature of Service The Nature of Service Intangible | Inseparability | Variability | Perishability

Service Positioning made tangible through Intangible PHYSICAL EVIDENCE Service Positioning made tangible through Place | People | Equipment | Communication material | Symbols | Price

Marketing implication Inseparability Consumer = Co-Producer Marketing implication localize the production and marketing of services | Limit marketing chanel

Marketing implication Variability Variability = Standarization Marketing implication Standarization | Clear SOP | Employee Training

Marketing implication Perishability Perishability = No inventory Marketing implication Unstoreable | Lost opportunity | Demand-supply mismatch | Combine effect

3 Additional P’s

4P’s 3 Additional P’s 7 P's On Services PEOPLE PRODUCT PRICE PLACE MOTION PROCESS PHYSICAL EVIDENCE

Marketing Implementation People Compe- tence Marketing Implementation Standarization \ Selection | Training | Threat the employee | Compensation

Marketing Implementation Process Service Production Marketing Implementation Doing the right thing rigth | Eficient and Effective

Marketing Implementation Physical Evidence Image Marketing Implementation Good Impresive | Perceiption of Quality

Service Quality Research

Service Quality Model

Gap in Service Business

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

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

ServQual Model (Parasuraman, Zeithaml & Berry;1990)

ServQual Model Qual. Serv Tangible siveness Respon- Reliabi-lity Assu-rance Empa-thy

Importance-Performance Analysis

Kesimpulan Jasa adalah segala bentuk tawaran yang menjadi solusi konsumen dan tidak berwujud Jasa diklasifikasikan menjadi beberapa kelompok (Equipment or not, Presence or not, B2B or B2C, and Commercial or not) Barang dan Jasa dapat ditawarkan dengan komposisi yang berbeda Jasa memiliki 4 sifat alami Jasa memiliki 3 P tambahan Jasa harus diukur, salah satu metode yang digunakan yaitu dengan ServQual

Sekian dan Terimakasih Gmail Motion Sekian dan Terimakasih “Every business is a service business. Does your service put a smile on the customer’s face?” -Philip Kotler-

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

Three Types of Marketing in Service Industries