INTRODUKSI PEMASARAN JASA

DOSEN: IMANUDDIN HASBI, ST., MM

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NO. TOPIK BAHASAN

1 Introduksi Manajemen Pelayanan

2 Persepsi konsumen trhadap pelayanan

3 Perilaku & ekspektasi konsumen

4 Mengelola pertemuan pelayanan & standar pelayanan menurut konsumen

5 Strategi penetapan hargauntuk jasa

6 Promosi & edukasi pelanggan & UTS

7 Peran karyawan dan pelanggan dalam pelayanan

8 Pelayanan melalui perantara dan fasilitas elektronis

9 Mengelola permintaan, penawaran, waiting lines & reservasi

10 Implikasi dari teknologi terhadap pelayanan

11 Membina hubungan dengan pelanggan dan recovery pelayanan

12 Mengelola kepemimpinan dalam pelayanan2

TugasTugas Kelompok membuat Mark Plan Jasa, 1

Kelompok = 5 orangTugas Individu

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Konsep Product

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Product

Good (Barang) Service (Jasa)

SERVICE

Jasa adalah setiap tindakan atau perbuatan yang dapat ditawarkan oleh suatu pihak kepada pihak lain, pada dasarnya bersifat tidak berwujud fisik dan tidak menghasilkan kepemilikan sesuatu. Produksi jasa bisa berhubungan dengan produk fisik maupun tidak.

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Kotler (1996):

SERVICE

A service is an act or performance offered by one party to another. Although the process may be tied to a physical product, the performance is essentially intangible and does not normally result in ownerhip of any of the factors of production.

Services are economic activites that create value and provide benefits for customers at specific times and places, as a result of bringing about a desired change in-or on behalf-the recipient of the service. 6

Christopher Lovelock, Lauren Wright (2002):

SERVICE

Service includes all economic whose output is not a physical product or construction, is generally consumed at the time its produced and provides added value in form (such as convenience, amusement, comfort or healt).

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Valarie A. Zeithaml, Mary Jo Bitner (2003):

SERVICE IN THE U.S. ECONOMYNO. INDUSTRY SERVICES SHARE OF

GDP

1 Finance, Insurance & Real Estate

20%

2 Wholesale & Retail Trade 17%

3 Transport, Utilities & Communications

8%

4 Health 5%

5 Business Services 5%

6 Other Services 10%

7 Government (mostly services)

12%

INDUSTRY GOODS

8 Manufacturing 16%

9 Agriculture, Forestry, Fishing & Mining

7%8

SERVICE ORGANIZATIONS (INTERNATIONAL CORPORATIONS)

NO. INDUSTRY SERVICES

EXAMPLES

1 Airlines Singapore Airlines,Garuda Indonesia

2 Banking City Bank, Hongkong Bank

3 Insurance AXALife

4 Telecommunications

Telkom,Singtel

5 Hotel chain Hyat Hotel, Holiday Inn

6 Freight Transportation

Wang, K-Line, FEDEX, DHL

7 Restaurant HardRock Café

8 Franchise McDonald,KFC,Indomart,Alfa Mart,Yomart

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Basic Differences Between Goods and ServicesKastamer tidak dapat memiliki jasaJasa tidak berwujud Kastamer terlibat saat proses produksiOrang mungkin sebagai bagian dari jasaKeberagaman dalam operasional input

menjadi outputJasa sukar untuk dievaluasi kastamerJasa tidak dapat disimpanFaktor waktu menjadi lebih pentingSistem delivery mungkin melibatkan

saluran elektronik dan fisik

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KARAKTERITIK JASA

VARIABILITY : banyak variasi bentuk, kualitas dan jenis, tergantung pada siapa, kapan, dan dimana jasa tersebut dihasilkan.

INTANGIBLE : tidak dapat dilihat, dirasa, diraba, dicium, didengar sebelumnya.

INSEPARABILITY : jasa diproduksi dan dikonsumsi secara bersamaan.

PERISHABILITY : komoditas tidak tahan lama dan tidak dapat disimpan.

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Tangibility Spectrum

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Tangible dominant

Tangible dominant

Salt Soft drinks Detergents Automobiles

Cosmetics Fast-food Outlets

Fast-food Outlets

Advertising agencies Airlines

Investment Management

ConsultingTeaching

The Eight Components of Integrated Service Management (Marketing/Service Mix/8 P)

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Service Mix

Product ElementPlace,

Cyberspace, & Time

Process

Productivity & Quality

People

Physical Evidence

Price & Other User Outlays

Promotion & Education

EXPANDED MARKETING MIX FOR SERVICES

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PRODUCT Physical good feature Quality level Accessories Packaging Warranties Product lines Branding

PLACE Channel type Exposure Intermediaries Outlet locations Transportation Storage Managing channels

PROMOTION Promotion blend Salespeople

(Number,Selection,Training,Incentives)

Advertising (Targets,Media types,Types of ads,Copy thrust)

Sales promotion Publicity

PRICE Flexibility Price level Terms Differentiation Discounts Allowances

PEOPLE Employees

(Recruting,Training,Motivation,Rewards,Teamwork)

Customers (Education Training)

PHYSICAL EVIDENCE Facility design Equipment

Employee dress Other tangibles

(Report,Business cards,Signage,Statements,Guarantees)

PROCESS Flow of activities

(Standardized,Customized) Number of steps

(Simple,Complex) Customer Involvement

PRODUCTIVITY & QUALITY

Improved productivity is essential to keep cost under control

Service Quality, as defined by customers, is essential for product differentiation & for building customer loyalty

FACTORS STIMULATING THE TRANSFORMATION OF THE SERVICE ECONOMY

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Government Policies Changes in

Regulations Privatization New Rules to

Protect Customers, Employees, and the Environtment

New Agreements on Trade in Service

Social Changes Rising Consumer

for Expectations More Affluence More People Short

of Time Increased Desire

Buying Experiences vs. Things

Rising Ownership of Computers & Mobile Phones

Immigration

Business Trends Manufacturers Add

Value through Service and Sell Services

More Strategic Alliances

Marketing Emphasis by Nonprofits

Relaxation of Professional Association Standards

Quality Movement Emphasis on

Productivity & Cost Savings

Growth of Franchsing

Innovative Hiring Practices

Advances in Information Technology

Govergence of Computers & Telecommunications

Greater Bandwith Miniaturization

Creates More Compact Mobile Equipment

Wireless Netwoking

Faster, More Powerful Software

Digitization of Text, Graphics, Audio, and Video

Growth of the Internet

Internationalization More Companies

Operating on Transnational Basis

Increased International Travel

International Mergers and Alliances

Increased Demand for ServicesMore Intensive Competition

Service Innovation Stimulated by Application of New and Improved Technologies

Increased Focus on Service Marketing and Management

Relating the 8Ps to the Service Management Decision Framework

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What Business Are We in?

• With what industry is our service associated?

• With what other ggods and services do we compete?

• What forces for change do we face?

• What solutions do we offer to meet customers’ needs?

What Service Process Can Be Used in Our Operation? (Process)

Who Are Our Customers and How Should We Relate to Them?

What Should Be the Core & Supplementary Elements of Our Service Product? (Product Elements)

What Price Should We Charge for Our Service?(Price & Other User Outlays)

What Should We Communicate What Our Service Has to Offer?(Promotion & Education) (Physical Evidence)

How Should We Match Demand and Productive Capacity?

What Are Appropiate Roles for People and Technology? (People)

How Can Our Firm Achieve Service Leadership?

What Are the Options for Delivering Our Service?(Place, Cyberspace, & Time) (Physical Evidence)

How Can We Balance Productivity and Quality?

(Productivity & Quality)