Service Marketing M Eko Fitrianto e fitriantoymail com

Service Marketing M. Eko Fitrianto e. fitrianto@ymail. com | @fitrianto 2001 Sumber Bacaan Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003 Lovelock, Service Marketing, Prentice Hall, 2007

Peta Pembelajaran “Service Marketing” (6) Serv. Qual (1) Definition & Classified of service Serv. Qual Research (2) How services differ from goods ? Goods Service Cartesius Diagram A B (4) 3 P tambahan Service People C D Company Employee (5) Types of marketing in service industries Customer Process Physical Evidence (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 4 P’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 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 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

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

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