Service Marketing

1. 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

2. PetaPembelajaran“Service Marketing” (1) Definition & Classified of service (2) How services differ from goods ? Goods Service Service (4) 3 P tambahan (5) ServQual People Process Physical Evidence ServQual Research Cartesius Diagram (3) The Nature of Service A B Intangibe Insprblity Variablity Perishblity C D

3. 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."

4. DefinisiJasa

5. KlasifikasiJasa • Berdasarkanfaktorproduksi (People basedanequipment base) • Contoh : Salon (People base), Service center elektronik (Equipment base) • Berdasarkankehadirankonsumen (client presence) • Contoh : Jasapengiriman • Berdasarkankonsumen (BisnisatauPribadi) • Berdasarkantujuanperusahaan (Komersildan non komersil)

6. KomposisiantaraBarangdanJasadalamsebuahproduk

7. KomposisiBarangdanJasadalamSuatuproduk • Pure tangible good • Tangible good with accompanying services • Hybrid • Major service with accompanying minor goods and services • Pure service

8. The Nature of Service The Nature of Service Intangible | Inseparability | Variability | Perishability

9. The Nature of Service

10. 3 Additional P’s

11. 3 Additional P’s PEOPLE PRODUCT PRICE 4P’s 7 P's On Services PLACE PRO- MOTION PROCESS PHYSICAL EVIDENCE

12. Service QualityResearch

13. Service Quality Model

14. Gap in Service Business

15. 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

16. ServQual Model(Parasuraman, Zeithaml & Berry;1990)

17. ServQual Model

18. Kesimpulan • Jasaadalahsegalabentuktawaran yang menjadisolusikonsumendantidakberwujud • Jasadiklasifikasikanmenjadibeberapakelompok (Equipment or not, Presence or not, B2B or B2C, and Commercial or not) • BarangdanJasadapatditawarkandengankomposisi yang berbeda • Jasamemiliki 4 sifatalami • Jasamemiliki 3 P tambahan • Jasaharusdiukur, salahsatumetode yang digunakanyaitudenganServQual

19. SekiandanTerimakasih “Every business is a service business. Does your service put a smile on the customer’s face?” -Philip Kotler-