Manajemen Layanan dan Operasi

Dr Maya Ariyanti
Fakultas Ekonomi dan Bisnis
School Economics and Business

Chapter 3
Service Strategy

2 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

Learning Objectives
◼ Value
◼ Discuss the competitive environment of services.
◼ Formulate a strategic service vision.
◼ Describe how a service competes using the three generic service
strategies.
◼ Explain what is meant by qualifiers, service winners, and service losers.
◼ Discuss the competitive role of information in services.
◼ Explain the concept of the virtual value chain and its role in service
innovation.
◼ Identify potential limits in the use of information as a competitive
strategy.
◼ Categorize a service firm according to its stage of competitiveness.

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Fakultas Ekonomi dan Bisnis
School Economics and Business

• Total Customer Benefit : Product, Service,

Customer Personal, Image
Value • Total Customer Cost : Monetary, Time, Energy,
Psychology

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Relatively Low Overall Entry Barriers

• Economies of Scale Limited

Competitive • High Transportation Costs

• Erratic Sales Fluctuations
Environment • No Power Dealing with Buyers or Suppliers
of Services • Product Substitutions for Service
• High Customer Loyalty
• Exit Barriers

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• What are common characteristics of

Strategic important market segments?
Service Vision • What dimensions can be used to segment the
market, demographic, psychographic?
: Target • How important are various segments?
Market • What needs does each have?
• How well are these needs being served, in
Segments what manner, by whom?

6 Creating the great business3-6leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• What are important elements of the service

to be provided, stated in terms of results
produced for customers?
Strategic • How are these elements supposed to be
perceived by the target market segment, by
Service Vision the market in general, by employees, by
others?
: Service • How do customers perceive the service
Concept concept?
• What efforts does this suggest in terms of the
manner in which the service is designed,
delivered, marketed?

7 Creating the great business3-7leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• What are important elements of the strategy:

operations, financing, marketing,
organization, human resources, control?
Strategic • On which will the most effort be
concentrated?
Service Vision • Where will investments be made?
: Operating • How will quality and cost be controlled:
measures, incentives, rewards?
Strategy • What results will be expected versus
competition in terms of, quality of service,
cost profile, productivity, morale/loyalty of
servers?

8 Creating the great business3-8leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• What are important features of the service

Strategic delivery system including: role of people,
technology, equipment, layout, procedures?
Service Vision • What capacity does it provide, normally, at
: Service peak levels?
• To what extent does it, help insure quality
Delivery standards, differentiate the service from
System competition, provide barriers to entry by
competitors?

9 Creating the great business3-9leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

Competitive • Seeking Out Low-cost Customers

Service • Standardizing a Custom Service

Strategies • Reducing the Personal Element in Service

Delivery (promote self-service)

(Overall Cost •
•
Reducing Network Costs (hub and spoke)
Taking Service Operations Off-line
Leadership)

10 Creating the great business leaders

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Making the Intangible Tangible (memorable)

• Customizing the Standard Product
Competitive • Reducing Perceived Risk
Service • Giving Attention to Personnel Training
Strategies • Controlling Quality
(Differentiation) Note: Differentiation in service means being
unique in brand image, technology use,
features, or reputation for customer service.

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3-11
Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Buyer Group: (e.g. USAA insurance and

Competitive military officers)

Service • Service Offered: (e.g. Shouldice Hospital and

hernia patients)
Strategies
(Focus) • Geographic Region: (e.g. Austin Cable Vision
and TV watchers)

12 Creating the great business leaders

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University
Customer Criteria for Selecting a Service Provider

◼ Availability (24 hour ATM)

◼ Convenience (Site location)
◼ Dependability (On-time performance)
◼ Personalization (Know customer’s name)
◼ Price (Quality surrogate)
◼ Quality (Perceptions important)
◼ Reputation (Word-of-mouth)
◼ Safety (Customer well-being)
◼ Speed (Avoid excessive waiting)

13 Creating the great business leaders

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Service Qualifier: To be taken seriously a certain

level must be attained on the competitive
dimension, as defined by other market players.
Winning Examples are cleanliness for a fast food restaurant
or safe aircraft for an airline.
Customers in • Service Winner: The competitive dimension used
to make the final choice among competitors.
the Example is price.
• Service Loser: Failure to deliver at or above the
Marketplace expected level for a competitive dimension.
Examples are failure to repair auto
(dependability), rude treatment (personalization)
or late delivery of package (speed).

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Competitive Use of Information Online (Real

Time) and Eksternal : Creating of barriers to
Competitive entry
• Competitive Use of Information Off Line
Role of (analysis) and Eksternal : Data Base Asset
Information in • Competitive Use of Information Online (Real
Time) and Internal:Revenue Generation
Services • Competitive Use of Information Off Line
(analysis) and Internal : Productivity
Enhancement

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Marketplace vs Marketspace
• Creating New Markets Using Information (Gather,
Organize, Select, Synthesize, and Distribute)
• Three Stage Evolution
• 1st Stage (Visibility): See physical operations
The Virtual more effectively with information – Ex. USAA
“paperless operation”
Value Chain • 2nd Stage (Mirroring Capability): Substitute
virtual activities for physical – Ex. USAA
“automate underwriting”
• 3rd Stage (New Customer Relationships): Draw
on information to deliver value to customer in
new ways – Ex. USAA “event oriented service”

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Anti-competitive (e.g. Barrier to entry)

Limits in the • Fairness (e.g. Yield management)
• Invasion of Privacy (e.g. Micro-marketing)
Use of • Data Security (e.g. Medical records)
Information • Reliability (e.g. Credit report)

17 Creating the great business leaders

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Coding grades customers on how profitable their

Using business is.
• Routing is used by call centers to place customers
Information to in different queues based on customer code.

Categorize • Targeting allows choice customers to have fees

waived and get other hidden discounts.
Customers • Sharing data about your transaction history with
other firms is a source of revenue.

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Telkom University

• Available for service

Stages in Service • Journey man
Firm • Distinctive competence
Competitiveness • World-class service delivery

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Fakultas Ekonomi dan Bisnis
School Economics and Business

• Common customer needs

• Global customers
• Global Channels
• Global Economies of scale
Why Service • Favorable logistics
Companies • Advances in technology
going Global • Government policies and regulation
• Transferable competitive advantage

Lovelock & Yip (1996:64-86)

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Global • The role of government

Environment • The economic environment

for Service • The social & culture environment

• The technology environment
Business

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Fakultas Ekonomi dan Bisnis
School Economics and Business

International Trade

• Exports/Imports
• Licensing/franchising
• Management contracting
Forms of
globalization
Foreign Direct Investment

Alliances

22
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Fakultas Ekonomi dan Bisnis
School Economics and Business

Trends in Service Global

“Source: Adapted from Sandra Vandermerwe and Michael

Chadwick, “The Internationalization of Services.” The Service
Industries Journal (January 1989), pp.79-93.” 23

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Thank You

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