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Service Marketing

Service Marketing. M. Eko Fitrianto e.fitrianto@ymail.com | @fitrianto2001. Sumber Bacaan Philip Kotler , Marketing Management, Eleventh Edition, Prentice Hall, 2003 Lovelock , Service Marketing, Prentice Hall, 2007. Peta Pembelajaran “Service Marketing”. (6) ServQual.

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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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