business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 01 * Determine what actions and reactions customers expect the firm to provide * Group these activities into CORE and SUPPLEMENTARY service elements * Evaluate how well the organization is performing on each one, if, indeed, management even responds to each of the customer’s requirements * Redesign existing service “package” for each market target, to meet their expectation for performance and value (within price and profit constraints)

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 02 Service Frequency Vehicle Transport In flight Service Food & Drink Pre & Post Flight Service Shostack’s Molecular Model : Passenger Airline Service Tangible elements Intangible elements

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 03 The Flower of Service Core Product surrounded by clusters of Supplementary Services Payment Information Consultation Order Taking Hospitality Billing Exceptions Care-taking CORE

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 04 Information V What product will best meet their needs V Where to get it - and direction to get there V How to place order V Business hours, price, usage instructions V Sales conditions (include law and regulations) Through : ç Employees (who are not always as knowledgeable) ç Printed notices, brochures, instruction books ç Videotapes, touch-screen video displays, software-driven tutorials Consultation V Advice V Auditing V Personal Counseling V Tutoring/Training in product usage V Management or Technical Consultancy Through : ç One-on-One Tutorials ç Group training

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 05 Order Taking V Applications - Membership in clubs or programs - Subscription service (e.g. utilities) - Prerequisite-based service (e.g. credit, college enrollment) V Order Entry - On-site fulfillment - Mail/telephone order for subsequent fulfillment V Reservations - Seats - Tables - Rooms - Rentals of vehicles or other equipment - Professional appointments - Admissions to restricted facilities (e.g. exhibitions)

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 06 Hospitality : Taking Care of the Customer V Greeting V Food and beverages V Toilets and washrooms V Bathroom kits V Waiting facilities and amenities - Lounges, waiting areas, seating - Weather protection - Magazines, entertainment, newspapers V Transportation V Security Safekeeping : Looking After the Customer’s Possessions V Caring for possessions customers bring with them - Child care- Coat room - Pet care- Baggage handling - Parking facilities- Storage space - Valet parking- Safety deposit/security V Caring for goods purchased (or rented) by customers - Packaging- Cleaning - Pick up- Refueling - Transportation- Preventive maintenance - Delivery- Repairs and renovation - Installation- Upgrade - Inspection and diagnosis

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 07 V Special Requests in advance of Service Delivery - Children’s needs - Dietary requirements - Medical or disability needs - Religious observance - Deviation from standard operating procedures V Handling Special Communications - Complaints - Compliments - Suggestions V Problem Solving - Warranties and guarantees against product malfunction - Resolving difficulties that arise from using the product - Resolving difficulties caused by accidents, service failures, and problems with staff or other customers - Assisting customers who have suffered an accident or medical emergency V Restitution - Refunds - Compensation in kind for unsatisfactory goods and services - Free repair of defective goods Exception :

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 08 Billing : V Periodic statements of account activity V Invoices for individual transactions V Verbal statements of amount due V Machine display of amount due V Self-billing (computed by customer) Payment : V Self Service - Exact change in machine - Cash in machine with change returned - Insert prepayment card - Insert credit/charge/debit card - Insert token - Electronic funds transfer - Mail a check V Direct to Payee or intermediary - Cash handling and change giving - Check handling - Credit/charge/debit card handling - Coupon redemption - Tokens, vouchers, etc. V Automatic deduction from financial deposits (e.g. bank charges V Control and verification - Automated systems (e.g. machine readable tickets operate entry gate) - Personal systems (e.g. gate controllers, ticket inspectors)

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 09 Jack-of-all Trades does everything Selective outsourcing Outsource all but core competence OUTSOURCING SUPPLEMENTARY SERVICE : Alternative Strategy

business school PRASETIYA MULYA Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 10 CORE InformationConsulting Credit Order Entry Food Service Transport Help-line