14

Designing
& Managing
Services
Marketing Management, 15th ed
Philip Kotler & Kevin Lane Keller
 What is a Service?
A service is any act of performance that one
party can offer another that is essentially
intangible and does not result in the
ownership of anything; its production may or
may not be tied to a physical product.

Layanan (jasa) adalah setiap tindakan/perbuatan ditawarkan oleh satu

pihak, yang pada dasarnya tidak berwujud (intangible) dan tidak
mengakibatkan kepemilikan apa-apa; produksinya mungkin atau
mungkin tidak terikat pada suatu produk fisik.
Service Industries Are Everywhere

Private
Government
nonprofit

Business Retail
Manufacturing
Categories of Service Mix
Pure tangible good (soap)

Good w/ accompanying services

(a car, computer with a warranty)

Hybrid (restaurant)

Service w/ accompanying goods

(airplane, a main product is a service)

Pure service (massage, babysitting)

Service Distinctions
Perbedaan pelayanan/jasa

• 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)
Figure 14.1 Continuum of Evaluation for
Different Types of Products
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)
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
How to Increase Quality Control

Invest in good hiring and training procedures

Investasi pada proses pemilihan dan pelatihan staff

Standardize the service-performance process

Standarisasi proses layanan-kinerja

Monitor customer satisfaction

Pantau kepuasan pelanggan
Matching Demand and Supply
(mengatasi permasalahan perishability)

Demand side Supply side

• Differential pricing • Part-time employees
• Nonpeak demand • Peak-time efficiency
• Complementary routine
services • Increased consumer
• Reservation systems participation
• Shared services
• Facilities for future
expansion
 A Shifting Customer Relationship

Customer Empowerment
Internet (technology) has empowered customers by
letting them send their comments around the world.

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.
 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
 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
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
 Figure 14.3 Three Types of
Marketing in Service Industries

Training and motivating Preparing, pricing,

employees to serve distributing and
customers well promoting the
service to customers

The employees’ skill in

serving the
client/customer
 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
Figure 14.4 Importance-Performance Analysis
(monitoring systems)
 Differentiating Services
membedakan pelayanan

Primary and Secondary Service Options

Innovation with Services

Figure 14.5 Service-Quality Model
 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
 Improving Service Quality
• Listening • Surprising
• Reliability customers
• Basic service • Fair play
• Service design • Teamwork
• Recovery • Employee research
• Servant leadership
Determinants of Service Quality

Reliability

Responsiveness

Assurance

Empathy

Tangibles
Managing Product-Support Services

IDENTIFYING AND STATISFYING CUSTOMER NEEDS

POSTSALE SERVICE STRATEGY

TERIMA KASIH