1. Service Marketing M. Eko Fitrianto
| @fitrianto2001
Sumber Bacaan
Philip Kotler, Marketing Management, Eleventh Edition, Prentice Hall, 2003
Lovelock, Service Marketing, Prentice Hall, 2007

2. Peta Pembelajaran “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

3. Every business is a service business
Every business is a service business. Does your service put a smile on the customer’s face?

4. Pengertian Jasa
Menurut Payne, "Jasa merupakan suatu kegiatan yang memiliki beberapa unsur ketakberwujudan (intangible) yang melibatkan beberapa interaksi dengan konsumen atau dengan properti kepemilikiannnya, dan tidak menghasilkan transfer kepemilikan.“
Menurut Zeithmal dan Bitner, "Jasa adalah seluruh kegiatan yang meliputi aktifitas ekonomi yang hasilnya bukan merupakan produk fisik atau konstruksi, umumnya dikonsumsi sekaligus pada saat diproduksi dan memberikan nilai tambah dalam berbagai bentuk (seperti : kenyamanan, hiburan, ketepatan waktu, kemudahan dan kesehatan) yang pada dasarnya tidak berwujud."

5. Differ from product and service
Pure tangible good
Tangible good with accompanying services
Hybrid
Major service with accompanying minor goods and services
Pure service

6. 4P’s 3 Additional P’s 7 P's On Services PEOPLE PRODUCT PRICE PLACE
MOTION
PROCESS
PHYSICAL
EVIDENCE

7. 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

8. The Nature of Services Inseparability Variability
Consumer is co-producer
Variability
Quality control by:
Good hiring and training procedures
Service blueprint
Monitoring customer satisfaction

9. 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

10. Three Types of Marketing in Service Industries

11. 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

12. Service Quality Model

13. SERVQUAL MODEL TANGIBLES RELIABILITY RESPON- SIVENESS SERVQUAL
ASSURANCE
EMPATHY

14. Customer Satisfaction
Expected service > performance = unsatisfied customer
Expected service = performance = ok
Expected service < performance = satisfied customer

15. Customer Importance and Performance Ratings for an Auto Dealership
Mean
Attribute
Importance
Performance
Number
Attribute Description
Rating 1
Job done right the first time
3.83
2.63 2
Fast action on complaints
3.63
2.73 3
Prompt warranty work
3.60
3.15 4
Able to do any job needed
3.56
3.00

16. Importance-Performance Analysis

17. 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

18. 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

19. Customer Satisfaction
Benefits of Customer Satisfaction
Positive word-of-mouth
Customers purchase frequently
Insulation from price competition
Attract better employees

20. Sekian -Terimakasih-