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POKOK BAHASAN / SAP

1. Introduksi Manajemen Pelayanan2. Pengembangan Konsep Jasa3. Perilaku Konsumen4. Saluran Distribusi Jasa melalui Saluran Fisik & Elektronik5. Manajemen Harga & Pendapatan6. Promosi dan Edukasi Pelanggan7. Mengelola Desain Jasa

8. UTS

9. Mengembangkan Permintaan dan Produktivitas Kapasitas10. Mengkreasikan Lingkungan Pelanggan11. Mengelola Tenaga Kerja guna Memperoleh Keunggulan Bersaing12. Membina Hubungan dan Membangun Loyalitas Pelanggan13. Meningkatkan Kualitas & Produktivitas Pelanggan14. Presentasi15. Presentasi

16. UAS

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Part 1

FOUNDATIONS

FOR SERVICESMARKETING

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Introduction to Services

What are services?

Why services marketing?

Service and TechnologyCharacteristics of Services Compared to Goods

Services Marketing Mix

Staying Focused on the Customer

Chapter

1

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Objectives for Chapter 1:Introduction to Services

Explain what services are and identify important trends in services.

Explain the need forspecial services marketing concepts andpractices and why the need has developed and is accelerating.

Explore the profound impact of technology on service.

Outline the basic differences between goods and services and theresulting challenges and opportunities for service businesses.

Introduce the expanded marketing mix for services and thephilosophy of customer focus as powerful frameworks and themesthat are fundamental to the rest of the text.

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Contributions of Service Industries toU.S. Gross Domestic Product

Figure 1.1Source: Survey of Current Business, May 2007, p. 19, Table 2.

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Tangibility Spectrum

Tangible

Dominant

IntangibleDominant

SaltSoft Drinks

DetergentsAutomobiles

Cosmetics

AdvertisingAgencies

AirlinesInvestment

ManagementConsulting

Teaching

Fast-foodOutlets

Fast-foodOutlets

Figure 1.2

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Percent of U.S. Labor Force by Industry

Figure 1.3 Sources: U.S. Department of Labor, Bureau of Labor Statistics, Industry at a Glance, May 4, 2007, Survey of CurrentBusiness, February 2001, Table B.8, July 1988, Table 6.6B, and July 1992, Table 6.4C; E. Ginzberg and G. J. Vojta, TheService Sector of the U.S. Economy, Scientific American244, no. 3 (1981), pp. 3139.

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Eight Central Paradoxes of TechnologicalProducts

Source: D. G. Mick and S. Fournier, Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies,Journal of Consumer Research25 (September 1998), pp. 12347.

Table 1.1

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Comparing Goods and Services

Table 1.2 Source: A. Parasuraman, V.A. Zeithaml, and L. L. Berry, A Conceptual Model of Service Quality and Its Implications for FutureResearch, Journal of Marketing49 (Fall 1985), pp. 4150.

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Why do firms focus on Services?

Services can provide higher profit margins

and growth potential than products

Customer satisfaction and loyalty are driven

by service excellence

Services can be used as a differentiationstrategy in competitive markets

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Why study Services Marketing?

Service-based economies

Service as a business imperative in manufacturing

and IT

Deregulated industries and professional serviceneeds

Services marketing is different

Service equals profits

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What is Service? The Old View

Service is a technical after-sale function that is provided by

the service department.

Old:

Service =

wrench timeOld view of service =

Customer Service Center

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What is Service? The New View

Service includes every interaction between any customer

and anyone representing the company, including:

Dealers

Salespeople

Receptionistsand

Schedulers

Managementand Executives

ServiceEmployees

Billing andAccountingPersonnel

Web site andany e-channel

Interaction

Customer

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Service Can Mean all of These

Service as a product

Customer service

Services as value

add for goods

Service embedded in

a tangible product

http://www.kenan-flagler.unc.edu/Programs/execMBA/onemba/index.cfm

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Characteristics of ServicesCompared to Goods

Intangibility

Perishability

SimultaneousProduction

andConsumption

Heterogeneity

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Implications of Intangibility

Services cannot be inventoried

Services cannot be easily patented

Services cannot be readily displayed or

communicated

Pricing is difficult

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Implications of Heterogeneity

Service delivery and customer satisfaction

depend on employee and customer actions

Service quality depends on many

uncontrollable factors

There is no sure knowledge that the servicedelivered matches what was planned and

promoted

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Implications of SimultaneousProduction and Consumption

Customers participate in and affect the

transaction

Customers affect each other

Employees affect the service outcome

Decentralization may be essential

Mass production is difficult

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Implications of Perishability

It is difficult to synchronize supply and

demand with services

Services cannot be returned or resold

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Challenges for Services

Defining and improving quality

Ensuring the delivery of consistent quality

Designing and testing new services

Communicating and maintaining a consistent imageAccommodating fluctuating demand

Motivating and sustaining employee commitment

Coordinating marketing, operations, and human resourceefforts

Setting prices

Finding a balance between standardization versuscustomization

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Examples of Goods Companies thatare Expanding into Services

Boeing Kodak

http://upload.wikimedia.org/wikipedia/en/d/da/Otis.gif

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network administration

network

technical support

network equipment

nonproductive operations

by end user (downtime,

file management, etc.)

administration

technical support

desktop hardware

yard operations,

railroad administration,

other

train operations

Infrastructure

freight car services

locomotive services

locomotives

other

finance

repair

insurance

gas

used car purchase

new car purchase

total expenditure:5X product costs

total expenditure:21X product costs

total expenditure:5X product costs

100%

80%

60%

40%

20%

0%

annual cost ofPC use: $6,259

total annual cost of railoperations: $29 billion

average annual householdexpenditure: $6,064

Personal Computers Locomotives Automobiles

The sale of aproduct accountsfor only a smallportion of overallrevenues.

Providingservices tocustomers iswhere the realmoney is.

Where the Money in Manufacturing Is:Services

Source: GartnerGroup, Association of American Railroads, Federal Highway Administration Office of Highway

Information Management. (Railroad expenditures are for Class 1 railroads.)

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Traditional Marketing Mix

All elements within the control of the firm

that communicate the firms capabilities and

image to customers or that influence

customer satisfaction with the firms product

and services:

Product

Price

Place

Promotion

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Expanded Mix for Services The 7 Ps

Product

Price

Place

Promotion

People All human actors who play a part in service delivery and thus influence the

buyers perceptions: namely, the firms personnel, the customer, and othercustomers in the service environment.

Physical Evidence

The environment in which the service is delivered and where the firm andcustomer interact, and any tangible components that facilitate performanceor communication of the service.

Process The actual procedures, mechanisms, and flow of activities by which the

service is deliveredthe service delivery and operating systems.

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Expanded Marketing Mix for Services

Table 1.3

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Ways to Use the 7 Ps

Overall Strategic

Assessment

How effective is a firms

services marketing mix? Is the mix well-aligned

with overall vision and

strategy?

What are the strengthsand weaknesses in

terms of the 7 Ps?

Specific Service

Implementation

Who is the customer?

What is the service? How effectively does the

services marketing mix for

a service communicate its

benefits and quality? What changes/

improvements are needed?