Service Marketing M. Eko Fitrianto

Presentasi berjudul: "Service Marketing M. Eko Fitrianto"— Transcript presentasi:

1 Service Marketing M. Eko Fitrianto
| @fitrianto2001 Sumber Bacaan Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003 Lovelock, Service Marketing, Prentice Hall, 2007

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

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

4 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

5 Every business is a service business
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 Produk fisik/Konstruksi
Jasa ? Inta- ngible Transfer kepemilikan X X Kegiatan Produk fisik/Konstruksi Dikonsumsi Pada saat Bersamaan diproduksi

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

9 3 Additional P’s

10 4P’s 3 Additional P’s 7 P's On Services PEOPLE PRODUCT PRICE PLACE
MOTION PROCESS PHYSICAL EVIDENCE

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 Variability
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 SERVQUAL MODEL TANGIBLES RELIABILITY RESPON- SIVENESS SERVQUAL
ASSURANCE EMPATHY

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 Attribute Importance Performance Number Attribute Description 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

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 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!