M WELLY NAILIS, SE MM DESIGN & MENGELOLA JASA

UNIVERSITAS SRIWIJAYA2 Every business is a service business. Does your service put a smile on the customer’s face?

UNIVERSITAS SRIWIJAYA3 ServQual Management Urgensi Kualitas Jasa  SURVIVE “Bagaimana konsumen menetukan pilihan produk yang akan dibelinya?”

UNIVERSITAS SRIWIJAYA4 Who is our customer ? Profit / Benefit = Value – Cost

UNIVERSITAS SRIWIJAYA5 Pure tangible good Tangible good with accompanying services Hybrid Major service with accompanying minor goods and services Pure service Categories of Service Mix

UNIVERSITAS SRIWIJAYA6 4P’s 3 Additional P’s PRODUCTPRICE PLACE PRO- MOTION PEOPLE PHYSICAL EVIDENCE PROCESS

UNIVERSITAS SRIWIJAYA7 Service Model Service Quality Profits Customer Satisfaction Customer Loyalty

UNIVERSITAS SRIWIJAYA8 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.

UNIVERSITAS SRIWIJAYA9 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

UNIVERSITAS SRIWIJAYA10 The Service Experience Get Management Close to Customers

UNIVERSITAS SRIWIJAYA11 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. Profit / Benefit = Value – Cost ServQual Management

UNIVERSITAS SRIWIJAYA12 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

UNIVERSITAS SRIWIJAYA13 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. SERVQUAL (Service Quality)

UNIVERSITAS SRIWIJAYA14 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 SERVQUAL (Service Quality)

UNIVERSITAS SRIWIJAYA15 Customer Satisfaction Expected service > performance = unsatisfied customer Expected service = performance = ok Expected service < performance = satisfied customer

UNIVERSITAS SRIWIJAYA16 Managing Expectations

UNIVERSITAS SRIWIJAYA17 Customer Satisfaction 1 in 4 unhappy customers switch 1 in 27 unhappy customers complain

UNIVERSITAS SRIWIJAYA18 Unhappy customers tell 20 people Happy customers tell 4 people Customer Satisfaction

UNIVERSITAS SRIWIJAYA19 It is easier and five times cheaper to keep a customer than to gain a new one Customer Satisfaction

UNIVERSITAS SRIWIJAYA20 Customer Satisfaction Benefits of Customer Satisfaction Positive word-of-mouth Customers purchase frequently Insulation from price competition Attract better employees

UNIVERSITAS SRIWIJAYA21 Customer Satisfaction Common Mistakes Customer service as cost rather than an investment Failure to link customer satisfaction to the bottom lines

UNIVERSITAS SRIWIJAYA22 Dimensi Kualitas Pelayanan (SERVQUAL)

UNIVERSITAS SRIWIJAYA23 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 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

UNIVERSITAS SRIWIJAYA24 Keandalan yaitu kemampuan perusahaan untuk memberikan pelayanan sesuai yang dijanjikan secara akurat dan terpercaya Service Quality

UNIVERSITAS SRIWIJAYA25 Ketanggapan yaitu kemampuan untuk membantu dan memberikan pelayanan yang cepat (responsif) dan tepat kepada pelanggan, dengan penyampaian informasi yang jelas. Service Quality

UNIVERSITAS SRIWIJAYA26 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). Service Quality

UNIVERSITAS SRIWIJAYA27 Empathy, yaitu memberikan perhatian yang tulus dan bersifat individu atau pribadi yang diberikan kepada para pelanggan dengan berupaya memahami keinginan konsumen. Service Quality

UNIVERSITAS SRIWIJAYA28 The value of a loyal customer The longer we keep a customer, the more we make Service Quality

UNIVERSITAS SRIWIJAYA29 Gaining a new customer requires Advertising Promotions But new customers often have little loyalty Service Quality

UNIVERSITAS SRIWIJAYA30 Customer Strategies Remember Customers Send greeting cards, etc. Communicate firm’s genuine care for their well-being

UNIVERSITAS SRIWIJAYA31 Maintain Perspective Maintain a customer-oriented frame of mind Use mission to reinforce firm’s priorities to employees Customer Strategies

UNIVERSITAS SRIWIJAYA32 Build Trusting Relationships Protect confidential information Tell the truth, always Provide customers with full information Customer Strategies

UNIVERSITAS SRIWIJAYA33 Monitor Service Delivery Process Proactively seek customer feedback Proper Training and Installation Train customer to use what they have purchased Customer Strategies

UNIVERSITAS SRIWIJAYA34 Be There Don’t hide when a customer returns a product The personal touch Customer Strategies

UNIVERSITAS SRIWIJAYA35 Offer Service Guarantees Reinforce customer loyalty Build market share Force improved delivery system Performance standards Customer Strategies

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UNIVERSITAS SRIWIJAYA38 Dissatisfaction Alternative Acts