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Strategies for Successful Service Marketing

Learn effective marketing strategies for service industries based on key concepts from Philip Kotler and Lovelock. Understand the nature of services, customer expectations, managing productivity, and ensuring customer satisfaction.

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Strategies for Successful Service Marketing

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  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” (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. Does your service put a smile on the customer’s face?

  4. 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."

  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. 3 Additional P’s PEOPLE PRODUCT PRICE 4P’s 7 P's On Services PLACE PRO- 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 • 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

  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-

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