Andhika Ramdhan Gilang Derana Ivan Hadwin Putri Yuanisa Yunus Rizki Darmawan Yogi Prayogo
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Andhika Ramdhan Gilang Derana Ivan Hadwin Putri Yuanisa Yunus Rizki Darmawan Yogi Prayogo
description
Andhika Ramdhan Gilang Derana Ivan Hadwin Putri Yuanisa Yunus Rizki Darmawan Yogi Prayogo. Agenda. Evolution of Self-Service. Theory : ROLE of TECHNOLOGY in the service encounter. TECHNOLOGY. CUSTOMER. SERVER. Technology – Generated Service Encounter (SELF SERVICE). EXAMPLE : - PowerPoint PPT Presentation
Transcript of Andhika Ramdhan Gilang Derana Ivan Hadwin Putri Yuanisa Yunus Rizki Darmawan Yogi Prayogo
Andhika RamdhanGilang Derana
Ivan HadwinPutri Yuanisa Yunus
Rizki DarmawanYogi Prayogo
Agenda
Company Profile
Case Background
Case Question Discussion
• Sejak 1995
Tahun berdiri
• Jeffrey Bezos
Pendiri
• Melayani 160 negara
Pasar dunia
• Buku, software, musik, DVD, mainan, lelang online, dan lainnya
Produk
Company Profile
Case Background
• Meningkatkan loyalitas pada konsumen• Memperhatikan apa yang dibutuhkan konsumen
Fokus meraih pangsa pasar
• Memberikan customer value, tidak sekedar customer satisfaction
Fokus pada long- term , bukan short term
• Mudah dimengerti dan digunakan
Website Amazon user- friendly
Menawarkan customizing service
Kunci Sukses Amazon
Service Industry Human Contact Machine Assisted Internet Facilitated
Banking Teller ATM Online banking
Grocery Checkout clerk Self-checkout station Online order/ pickup
Airlines Ticket agent Check-in kiosk Print boarding pass
Restaurants Wait person Vending machine Online order/ delivery
Movie theater Ticket sale Kiosk ticketing Pay-for-view
Book store Information clerk Stock-availability terminal
Online shopping
Education Teacher Computer tutorial Distance learning
Gambling Poker dealer Computer poker Online poker
Evolution of Self-Service
Loss of human interaction• Tidak dapat berinteraksi antar orang karena
Amazon.com tidak memiliki toko secara fisik
Case Background
Theory : ROLE of TECHNOLOGY in the service encounter
CUSTOMER
TECHNOLOGY
SERVER
Technology – Generated Service Encounter (SELF SERVICE)
EXAMPLE :www.Amazon.com
CaseKonsumen
Menyediakan pelayanan superior
Menyediakan customizing
service
• Discussion Board• Wish List• Personal Recommendation• 1- Click• Search Engine• Author Corner• Review, Rating &Comment
Pelayanan Amazon.com :
CASE QUESTION
Case Question #1How would you contrast Amazon’s business design with that of Barnes& Noble before went online?
Features Virtual Services Physical ServicesService encounter Screen to face Face to faceAvailability Anytime Standard working
hoursAccess From home Travel to locationMarket Area Worldwide LocalAmbiance Electronic interface Physical environmentCompetitive differentiation
Convenience Personalization
Privacy Anonymity Social interaction
Brick And Mortar• Traditional store whereby the customer chooses to order a
product either by phone or online, and the local store will deliver it that day. The customer can also visit the store to make the purchases personally. (Fitzsimmons)
Click And Mortar• Traditional retailers that have extended their market reach
by adding a website. It acts as a supplement channel. Delivery of items can be made from a regional warehouse by mail or within urban areas by truck from the local store. (Fitzsimmons)
Barnes & Noble: Before & AfterAmazon’s E-Business ModelDirect-to-Customers Provides goods or services directly to the customer
Case Question #1Advantage & Disadvantage
Online Shopping Physical Shopping
Advantages
Convenience Five Sense Influence Buying
Saves Time Memory Trigger
Reduces Impulse Buying Product Sampling
Exposure To New ItemsSocial Interaction
Disadvantages
Less Price And Selection Control
Time Consuming
Forget Items Waiting Lines And Parking
Reliance To Computer Carrying Items HomesDelivery Fee Impulse Buying
Safety
Advantages Disadvantages
1. Kenyamanan 1. Hilangnya Shopping Experience
2. Tidak ada gangguan 2. Tidak ada tatap muka
3. Variasi Produk Banyak 3. Tidak ada respon langsung terhadap konsumen
4. Tidak ada waktu menunggu 4. Biaya pengiriman
5. Mudah mencari produk
5. Susah untuk pemgembalian barang
Case Question #1 - Amazon
Advantages Disadvantages
1. Pengalaman berbelanja
1. Terdapat waktu menunggu
2. Pengaruh eksternal dalam proses belanja
2. Mendapat respon langsung dari penjaga toko
3. Harus mengatur waktu untuk pergi
3. Sumber hiburan 4. Pelayanan yang tidak ramah
4. Mudah untuk menukar barang
Case Question #1 – B&N
Case Question #2 Willl amazon continue to be successful againts “click-and-mortar” competitors such as Barnes & Noble?
Low cost Leadership
Focus • AMAZON• Focus on e-commerce : 1 Stop shopping site• First mover advantage• Global Market
Differentiation• BARNES & NOBLE• 1st = “Brick & Mortar” US only & High operational Cost• 2nd = “Click & Mortar” Ineffectiveness on maintaining 2 business model, while the B&N have not achieve excellent service on the first business model.• B&N gained many customer complains on recent years.
BARNES &
NOBLESAMAZON
Case Question #3
Community
Music
VideoBook
s
Pets Drugs
Brand Image Risk
FUTURE RETAILING
Future retailer : based on technology
Customer satisfaction : PAST Customer value: FUTURE
•Mobile•Personalization•Preference to shop
online3 Faktor dalam Future
Retailing
ANSWER
Future retailer : based on technology
YES
terima kasihthank you
dankeشكرا
dank ugraciasgrazie감사합니다ありがとう
спасибоMerci
obrigado謝謝
