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.
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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.
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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).
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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
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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
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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.
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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
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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
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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
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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?
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