bab 14 Buku Kotler Keller Mengelola dan mendesain Jasa Edisi 15 Management Marketing

1. Designing
& Managing
Services
Marketing Management, 15th
ed
Philip Kotler & Kevin Lane Keller
14

2. What is a Service?

3. Service Industries Are Everywhere
Government
Private
nonprofit
Manufacturing
Business Retail

4. Categories of Service Mix
Pure tangible good (soap)Pure tangible good (soap)
Good w/ accompanying services
(a car, computer with a warranty)
Good w/ accompanying services
(a car, computer with a warranty)
Hybrid (restaurant)Hybrid (restaurant)
Service w/ accompanying goods
(airplane, a main product is a service)
Service w/ accompanying goods
(airplane, a main product is a service)
Pure service (massage, babysitting)Pure service (massage, babysitting)

5. • Equipment-based (automated car washes) or people-
based (accounting services)
• Service processes (service companies can choose among
different processes to deliver their service)
• Client’s presence required (hair salon) or not
(a car repair)
• Personal needs (personal services) or business
needs (business services)
• Objectives (profit-nonprofit), ownership (private-public)
Service Distinctions
Perbedaan pelayanan/jasa

7. Figure 14.1 Continuum of Evaluation for
Different Types of Products

8. Distinctive Characteristics of Services
karakteristik/ciri-ciri khusus layanan
Intangibility (Cannot be seen, tasted, heard, or smeel)
Service quality – physical evidence & presentation
Inseparability (services are typically produced
and consumed simultaneously)
Variability (services are highly variable depends on
who provides them, when, where and to whom)
Perishability (services cannot be stored, and it can be
a problem when demand fluctuates)

9. Physical Evidence and Presentation
(kualitas pelayanan jasa melalui bukti fisik dan penyajian)
Place (the layout should be plan carefully)
People (checkout staff, there should be
a sufficient number to manage the workload)
Equipment
Communication material (brochures, text, photo
should efficiency and speed)
Symbols (name and symbol could symbolize the service)
Price

10. How to Increase Quality Control
Invest in good hiring and training procedures
Investasi pada proses pemilihan dan pelatihan staff
Monitor customer satisfaction
Pantau kepuasan pelanggan
Standardize the service-performance process
Standarisasi proses layanan-kinerja

11. Matching Demand and Supply
(mengatasi permasalahan perishability)
Demand side
• Differential pricing
• Nonpeak demand
• Complementary
services
• Reservation systems
Supply side
• Part-time employees
• Peak-time efficiency
routine
• Increased consumer
participation
• Shared services
• Facilities for future
expansion

12. Customer Empowerment
Internet (technology) has empowered customers by
letting them send their comments around the world.
A Shifting Customer Relationship
Customer Coproduction
Customers often feel they derive more value and feel
stronger connection to the service provider, if they are
actively engaged in the service process.

13. Untuk mencegah kesalahan layanan jasa akibat
kesalahan pelanggan atau kesalahan pemahaman
Redesign process and redefine customer
roles to simplify service encounters
Incorporate the right technology to aid
employees and customers
Create high-performance customers by enhancing
their role clarity, motivation, and ability
Encourage “customer citizenship” where
customers help customers

14. SATISFYING EMPLOYEES
AS WELL AS CUSTOMERS
Positive employee attitudes will strengthen
customer loyalty.
1). Pamper customer
2). Accurately read their needs
3). Develop a personal relationship with them
4). Deliver high-quality service to solve customers’s
problem
Korelasi antara
Customer satisfaction-employee satisfaction-store profitability

16. Achieving Excellence In Services Marketing
mencapai mutu tinggi di dalam Marketing Services
Marketing Excellence
Technology and Service Delivery
Best Practices of Top Service Companies
Differentiating Services

17. Figure 14.3 Three Types of
Marketing in Service Industries
Preparing, pricing,
distributing and
promoting the
service to customers
Training and motivating
employees to serve
customers well
The employees’ skill in
serving the
client/customer

18. Best Practices of
Top Service Companies
• Strategic concept (customer obsessed)
• Top management commitment (commitment to
service quality)
• High standard (pelayanan tepat, cepat dan akurat)
• Profit tiers (coddle big spenders to retain their
patronage as long as possible)
• Monitoring systems (judge the service on custumer
importance and company performance)
• Satisfying customer complaints

19. Figure 14.4 Importance-Performance Analysis
(monitoring systems)

21. Differentiating Services
membedakan pelayanan
Primary and Secondary Service Options
Innovation with Services

22. Figure 14.5 Service-Quality Model

23. Gaps That Cause
Unsuccessful Service Delivery
• Gap between consumer expectation and
management perception
• Gap between management perception and
service-quality specifications
• Gap between service-quality specifications and
service delivery
• Gap between service delivery and external
communications
• Gap between perceived service and expected
service

24. Improving Service Quality
• Listening
• Reliability
• Basic service
• Service design
• Recovery
• Surprising
customers
• Fair play
• Teamwork
• Employee research
• Servant leadership

25. Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles

26. Managing Product-Support Services
IDENTIFYING AND STATISFYING CUSTOMER NEEDS
POSTSALE SERVICE STRATEGY

27. TERIMA KASIH