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Service Marketing. M. Eko Fitrianto e.fitrianto@ymail.com | @fitrianto2001. Sumber Bacaan Philip Kotler , Marketing Management, Eleventh Edition, Prentice Hall, 2003 Lovelock , Service Marketing, Prentice Hall, 2007. Peta Pembelajaran “Service Marketing”. (6) ServQual.

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service marketing
Service Marketing

M. Eko Fitrianto

e.fitrianto@ymail.com | @fitrianto2001

SumberBacaan

Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003

Lovelock, Service Marketing, Prentice Hall, 2007

peta pembelajaran service marketing
PetaPembelajaran“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

pengertian jasa
PengertianJasa
  • Menurut Payne, "Jasamerupakansuatukegiatan yang memilikibeberapaunsurketakberwujudan (intangible) yang melibatkanbeberapainteraksidengankonsumenataudenganpropertikepemilikiannnya, dantidakmenghasilkan transfer kepemilikan.“
  • MenurutZeithmaldanBitner, "Jasaadalahseluruhkegiatan yang meliputiaktifitasekonomi yang hasilnyabukanmerupakanprodukfisikataukonstruksi, umumnyadikonsumsisekaliguspadasaatdiproduksidanmemberikannilaitambahdalamberbagaibentuk (seperti : kenyamanan, hiburan, ketepatanwaktu, kemudahandankesehatan) yang padadasarnyatidakberwujud."
differ from product and service
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
3 Additional P’s

PEOPLE

PRODUCT

PRICE

4P’s

7 P's On Services

PLACE

PRO-

MOTION

PROCESS

PHYSICAL

EVIDENCE

the nature of services
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 services1
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 services2
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
marketing strategies for service firms
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
servqual model
SERVQUAL MODEL

TANGIBLES

RELIABILITY

RESPON-

SIVENESS

SERVQUAL

ASSURANCE

EMPATHY

customer satisfaction
Customer Satisfaction
  • Expected service > performance = unsatisfied customer
  • Expected service = performance = ok
  • Expected service < performance = satisfied customer
marketing strategies for service firms1
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
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 satisfaction1
Customer Satisfaction

Benefits of Customer Satisfaction

  • Positive word-of-mouth
  • Customers purchase frequently
  • Insulation from price competition
  • Attract better employees