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DOSEN: IMANUDDIN HASBI, ST., MM




                                  1
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 pelayanan
                                                                    2
Tugas
 Tugas Kelompok membuat Mark Plan Jasa, 1
  Kelompok = 5 orang
 Tugas Individu




                                             3
Konsep Product
                    Product




    Good (Barang)             Service (Jasa)




                                               4
SERVICE

Kotler (1996):
   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.




                                                    5
SERVICE

Christopher Lovelock, Lauren Wright (2002):
   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
SERVICE

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




                                                    7
SERVICE IN THE U.S. ECONOMY
 NO.      INDUSTRY SERVICES              SHARE OF GDP
  1 Finance, Insurance & Real Estate         20%
  2 Wholesale & Retail Trade                 17%
  3   Transport, Utilities &                 8%
      Communications
  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 &       7%
      Mining
                                                        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                Wang, K-Line, FEDEX,
        Transportation         DHL
   7    Restaurant             HardRock Café
   8    Franchise              McDonald,KFC,Indomart,
                               Alfa Mart,Yomart          9
Basic Differences Between Goods and Services
 Kastamer tidak dapat memiliki jasa
 Jasa tidak berwujud
 Kastamer terlibat saat proses produksi
 Orang mungkin sebagai bagian dari jasa
 Keberagaman dalam operasional input menjadi
  output
 Jasa sukar untuk dievaluasi kastamer
 Jasa tidak dapat disimpan
 Faktor waktu menjadi lebih penting
 Sistem delivery mungkin melibatkan saluran
  elektronik dan fisik
                                                10
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.

                                                  11
Tangibility Spectrum
       Salt
              Soft
              drinks
                    Detergents
                           Automobiles
                                 Cosmetics Fast-food
                                           Outlets



Tangible                                                                                 Tangible
dominant                                                                                 dominant
                                       Fast-food
                                        Outlets
                                               Advertising
                                                agencies Airlines
                                                                Investment
                                                               Management
                                                                        Consulting
                                                                                     Teaching



                                                                                            12
The Eight Components of Integrated Service Management
(Marketing/Service Mix/8 P)

                     Product Element
      Place,
   Cyberspace, &                        Process
       Time

Promotion &                                        Productivity
Education            Service Mix                    & Quality



    Price & Other                         People
    User Outlays
                    Physical Evidence

                                                            13
EXPANDED MARKETING MIX FOR SERVICES
 PRODUCT                       PLACE                   PROMOTION                      PRICE
  Physical good feature        Channel type           Promotion blend               Flexibility
  Quality level                Exposure               Salespeople                   Price level
  Accessories                  Intermediaries          (Number,Selection,Training    Terms
  Packaging                    Outlet locations        ,Incentives)                  Differentiation
  Warranties                   Transportation         Advertising (Targets,Media    Discounts
  Product lines                Storage                 types,Types of ads,Copy       Allowances
  Branding                     Managing channels       thrust)
                                                        Sales promotion
                                                        Publicity




PEOPLE                         PHYSICAL EVIDENCE       PROCESS                        PRODUCTIVITY &
 Employees                     Facility design        Flow of activities             QUALITY
  (Recruting,Training,Motiva    Equipment               (Standardized,Customized)     Improved productivity
  tion,Rewards,Teamwork)         Employee dress         Number of steps                is essential to keep
 Customers (Education          Other tangibles         (Simple,Complex)               cost under control
  Training)                      (Report,Business       Customer Involvement          Service Quality, as
                                 cards,Signage,State                                    defined by
                                 ments,Guarantees)                                      customers, is
                                                                                        essential for product
                                                                                        differentiation & for
                                                                                        building customer
                                                                                        loyalty


                                                                                                          14
FACTORS STIMULATING THE TRANSFORMATION OF THE SERVICE ECONOMY
Government Policies        Social Changes           Business Trends              Advances in             Internationalization
 Changes in                Rising Consumer         Manufacturers Add             Information           More Companies
   Regulations                for Expectations         Value through                Technology               Operating on
 Privatization             More Affluence            Service and Sell           Govergence of             Transnational
 New Rules to              More People Short         Services                     Computers &              Basis
   Protect Customers,         of Time                More Strategic                Telecommunicatio      Increased
   Employees, and the       Increased Desire          Alliances                    ns                       International
   Environtment               Buying                 Marketing                   Greater Bandwith          Travel
 New Agreements              Experiences vs.          Emphasis by                Miniaturization        International
   on Trade in Service        Things                   Nonprofits                   Creates More             Mergers and
                            Rising Ownership        Relaxation of                 Compact Mobile           Alliances
                              of Computers &           Professional                 Equipment
                              Mobile Phones            Association                Wireless
                            Immigration               Standards                    Netwoking
                                                     Quality Movement            Faster, More
                                                     Emphasis on                   Powerful Software
                                                       Productivity & Cost        Digitization of
                                                       Savings                      Text, Graphics,
                                                     Growth of                     Audio, and Video
                                                       Franchsing                 Growth of the
                                                     Innovative Hiring             Internet
                                                       Practices

                                                 Increased Demand for Services
                                                  More Intensive Competition

                         Service Innovation Stimulated by Application of New and Improved Technologies


                                    Increased Focus on Service Marketing and Management

                                                                                                                          15
Relating the 8Ps to the Service Management Decision Framework
                                                  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                                                            Who Are Our Customers and How
    Used in Our Operation? (Process)                                                          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?             What Should We Communicate What Our Service Has to Offer?
               (Price & Other User Outlays)                           (Promotion & Education) (Physical Evidence)



      What Are the Options for Delivering Our Service?                  How Can We Balance Productivity and Quality?
     (Place, Cyberspace, & Time) (Physical Evidence)                               (Productivity & Quality)



                                              How Should We Match Demand
                                                and Productive Capacity?

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

                                             How Can Our Firm Achieve Service
                                                      Leadership?

                                                                                                                            16

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Ke 1 introduksi pemasaran jasa

  • 2. 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 pelayanan 2
  • 3. Tugas  Tugas Kelompok membuat Mark Plan Jasa, 1 Kelompok = 5 orang  Tugas Individu 3
  • 4. Konsep Product Product Good (Barang) Service (Jasa) 4
  • 5. SERVICE Kotler (1996):  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. 5
  • 6. SERVICE Christopher Lovelock, Lauren Wright (2002):  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
  • 7. SERVICE Valarie A. Zeithaml, Mary Jo Bitner (2003):  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). 7
  • 8. SERVICE IN THE U.S. ECONOMY NO. INDUSTRY SERVICES SHARE OF GDP 1 Finance, Insurance & Real Estate 20% 2 Wholesale & Retail Trade 17% 3 Transport, Utilities & 8% Communications 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 & 7% Mining 8
  • 9. 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 Wang, K-Line, FEDEX, Transportation DHL 7 Restaurant HardRock Café 8 Franchise McDonald,KFC,Indomart, Alfa Mart,Yomart 9
  • 10. Basic Differences Between Goods and Services  Kastamer tidak dapat memiliki jasa  Jasa tidak berwujud  Kastamer terlibat saat proses produksi  Orang mungkin sebagai bagian dari jasa  Keberagaman dalam operasional input menjadi output  Jasa sukar untuk dievaluasi kastamer  Jasa tidak dapat disimpan  Faktor waktu menjadi lebih penting  Sistem delivery mungkin melibatkan saluran elektronik dan fisik 10
  • 11. 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. 11
  • 12. Tangibility Spectrum Salt Soft drinks Detergents Automobiles Cosmetics Fast-food Outlets Tangible Tangible dominant dominant Fast-food Outlets Advertising agencies Airlines Investment Management Consulting Teaching 12
  • 13. The Eight Components of Integrated Service Management (Marketing/Service Mix/8 P) Product Element Place, Cyberspace, & Process Time Promotion & Productivity Education Service Mix & Quality Price & Other People User Outlays Physical Evidence 13
  • 14. EXPANDED MARKETING MIX FOR SERVICES PRODUCT PLACE PROMOTION PRICE  Physical good feature  Channel type  Promotion blend  Flexibility  Quality level  Exposure  Salespeople  Price level  Accessories  Intermediaries (Number,Selection,Training  Terms  Packaging  Outlet locations ,Incentives)  Differentiation  Warranties  Transportation  Advertising (Targets,Media  Discounts  Product lines  Storage types,Types of ads,Copy  Allowances  Branding  Managing channels thrust)  Sales promotion  Publicity PEOPLE PHYSICAL EVIDENCE PROCESS PRODUCTIVITY &  Employees  Facility design  Flow of activities QUALITY (Recruting,Training,Motiva  Equipment (Standardized,Customized)  Improved productivity tion,Rewards,Teamwork) Employee dress  Number of steps is essential to keep  Customers (Education  Other tangibles (Simple,Complex) cost under control Training) (Report,Business  Customer Involvement  Service Quality, as cards,Signage,State defined by ments,Guarantees) customers, is essential for product differentiation & for building customer loyalty 14
  • 15. FACTORS STIMULATING THE TRANSFORMATION OF THE SERVICE ECONOMY Government Policies Social Changes Business Trends Advances in Internationalization  Changes in  Rising Consumer  Manufacturers Add Information  More Companies Regulations for Expectations Value through Technology Operating on  Privatization  More Affluence Service and Sell  Govergence of Transnational  New Rules to  More People Short Services Computers & Basis Protect Customers, of Time  More Strategic Telecommunicatio  Increased Employees, and the  Increased Desire Alliances ns International Environtment Buying  Marketing  Greater Bandwith Travel  New Agreements Experiences vs. Emphasis by  Miniaturization  International on Trade in Service Things Nonprofits Creates More Mergers and  Rising Ownership  Relaxation of Compact Mobile Alliances of Computers & Professional Equipment Mobile Phones Association  Wireless  Immigration Standards Netwoking  Quality Movement  Faster, More  Emphasis on Powerful Software Productivity & Cost  Digitization of Savings Text, Graphics,  Growth of Audio, and Video Franchsing  Growth of the  Innovative Hiring Internet Practices Increased Demand for Services More Intensive Competition Service Innovation Stimulated by Application of New and Improved Technologies Increased Focus on Service Marketing and Management 15
  • 16. Relating the 8Ps to the Service Management Decision Framework 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 Who Are Our Customers and How Used in Our Operation? (Process) 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? What Should We Communicate What Our Service Has to Offer? (Price & Other User Outlays) (Promotion & Education) (Physical Evidence) What Are the Options for Delivering Our Service? How Can We Balance Productivity and Quality? (Place, Cyberspace, & Time) (Physical Evidence) (Productivity & Quality) How Should We Match Demand and Productive Capacity? What Are Appropiate Roles for People and Technology? (People) How Can Our Firm Achieve Service Leadership? 16