Pemasaran Jasa

Rumah Sakit

dipresentasikan oleh
Dr. I. Bernarto

Pascasarjana, Unviersitas Pelita Harapan

Executive Education Center-Semanggi
Jakarta
Agustus 2019
 Defining Services

Services are deeds (perbuatan),

processes and performances.

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 Benefit Without Ownership

• Labor skills, and expertise rentals.

• Rented Goods services
• Defined Space and facility rentals
• Access to shared facilties
• Access to and use of networks and systems.
 CHARACTERISTIC OF SERVICES

Intangibility
Heterogeneity
Simultaneous
Production and
Consumption
Perishability
 Characteristic of Services
 Intangibility:
 Because services are
performances or actions rather
than objects, they can not be
seen, felt, tasted or touched in
the same manner that you can
sense tangible good.
 Berbeda dengan jam tangan,
baju dan mobil, jasa tidak dapat
dicoba, diukur dan diperiksa.
 Oleh karena jasa adalah tidak
berwujud, maka kriteria
penilaian jasa menjadi sulit.
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 CHARACTERISTIC OF SERVICES
Heterogeneity:
Because services are
performances, frequently produced
by humans, no two services will be
precisely alike.
 Kinerja jasa berbeda-beda dari penyedia
jasa, waktu ke waktu dan pelanggan.
 Karena kinerja jasa berbeda, dengan
demikian kinerja jasa sulit distandarkan.
 Kepuasan pelanggan bergantung kepada
performance staff.

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 CHARACTERISTIC OF SERVICES
Simultaneous production and consumption:
Whereas most goods are produced first, then sold
and consumed, most services are sold first and then
produced and consumed simultaneously.

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 CHARACTERISTIC OF SERVICES

• Perishability (lenyap):
 Perishability refers to the fact that services cannot be
saved, stored, resold, or returned.

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 Understanding the
Nature of the Service Act

 People processing
 Possession

processing
 Mental stimulus

processing
 Information

processing
 People Processing
 Services that involve tangible actions to
people’s bodies.
 Customers need to be physically present
throughout service delivery to receive its
desired benefits.
 Possession Processing
 Tangible actions to goods and other physical
possessions belonging to customers.
 The object requiring processing must be

present, but the customer need not be.

 Mental Stimulus Processing
 Intangible actions directed at people’s mind.
 Customers must be present mentally but can

be located either in a specific service facility.

 Information Processing
 Intangible actions directed at customers’ assets.
 Little direct involvement with the customer may

be needed once the request for service has

been initiated.
 The 7Ps of Services Marketing
• Product elements (flower of servcie)
• Place and time
• Price and other user outlays
• Promotion adn education (one voice, one
look)
• Process
• Physical Environment
• People
Consumer Decision Making:
The Three-Stage Model

Pre-Purchase

Services Encounter Stage

Post-purchase Stage
 -physical conditions
Need (cronic back pain)
-external sources
Awareness (marketing
activities)

Purchase Information
Decision Search

-service attributes
Evaluation of -perceived risk
Alternatives -service
expectation
 Evaluation of Alternatives
(service attributes)
● Search attributes help customers evaluate a product
before purchase
 Style, color, texture, taste, sound

● Experience attributes cannot be evaluated before

purchase—must “experience” product to know it
 Vacations, sporting events, medical procedures

● Credence attributes are product characteristics that

customers find impossible to evaluate confidently
even after purchase and consumption
 Quality of repair and maintenance work
 Perceived Risks

● Functional – unsatisfactory performance outcomes

● Financial – monetary loss, unexpected extra costs
● Temporal – wasted time, delays leading to problems
● Physical – personal injury, damage to possessions
● Psychological – fears and negative emotions
● Social – how others may think and react
● Sensory – unwanted impact on any of five senses
 How Consumers Handle The Perceived
Risks?

● Seeking information from respected

personal sources.
● Using Internet to compare service offerings
and search for independent reviews and
ratings.
● Relying on a firm that has a good reputation.

● Asking knowledgeable employees about

competing services.
 Service Expectation

• Personal needs:
– Harapan terkait dengan kebutuhan bio-psiko-sosio-
budaya.
• Explicit service promise:
– Harapan karena ada janji yang pernah disampaikan oleh
perusahaan melalui promosi.
• Word of mouth:
– Harapan yang timbul akibat perekomendasian orang lain.
• Past experience:
– Harapan sebagai hasil pengalaman sebelumnya.
Service Encounters
Service Encounters
 Theatrical Metaphor:
An Integrative Perspective
• Good metaphor as service delivery is a series of events that
customers experience as a performance
• Service facilities
– Stage on which drama unfolds
– This may change from one act to another
• Personnel
– Front stage personnel are like members of a cast
– Backstage personnel are support production team
• Roles
– Like actors, employees have roles to play and behave in specific
ways
• Scripts
– Specifies the sequences of behavior for customers and employees
 Theatrical Metaphor:
An Integrative Perspective
• Good metaphor as service delivery is a series of events that
customers experience as a performance
• Service facilities
– Stage on which drama unfolds
– This may change from one act to another
• Personnel
– Front stage personnel are like members of a cast
– Backstage personnel are support production team
• Roles
– Like actors, employees have roles to play and behave in specific
ways
• Scripts
– Specifies the sequences of behavior for customers and employees
 Post-Purchase Stage

• Satisfaction defined as attitude-like judgment

following a service purchase or series of
service interactions
• Customers have expectations prior to
consumption, observe service performance,
compare it to expectations
• Satisfaction judgments are based on this
comparison
– Positive disconfirmation if better than expected
– Confirmation if same as expected
– Negative disconfirmation if worse than expected
 Sumber
• Zeithaml, Valarie A., A. Parasuraman & Leonard L. Berry. 1990. Delivering
Quality Service : Balancing Customer Perceptions and Expectations. New
York : The Free Press.
• Lovelock, Christopher & Jochen Wirtz. 2004. Services Marketing : People,
Technology, Strategy (7th ed.). Upper Saddle River : Pearson.
• David, Fred R. 2009. Manajemen Srategis Konsep. Edisi 12. Diterjemahkan
oleh: Dono Sunardi. Jakarta: Salemba Empat.
• Zeithaml, Valarie A. & Mary Jo Bitner. 1996. Services Marketing. Singapore:
McGraw-Hill Companies, Inc.
• Oei, Istijanto. Marketing for Everyone: Kunci Sukses bagi Manajer,
Salesman, Karyawan, UKM, Selebrities, Politisi, Negarawan dan Diri
Sendiri. Jakarta: PT. Kompas Media Nusantara, 2009.
 Sumber
• Looy, Bart Van, Roland Van Dierdonck & Paul Gemmel. 1998. Services
Management: An Integrated Approach. London: FT-Pitman Publishing.
• Lovelock, Christopher & Lauren Wright. 2002. Principles of Services
Marketing and Maangement. Upper Saddle River: Pearson Education, Inc.
• Lamb, Charles W. Jr., Joseph F. Hair, Jr & Carl McDaniel. 2005. Essentials of
Marketing. Australia: Thomson.
• Supriyanto, & Ernawaty. 2010. Pemasaran Industri Jasa Kesehatan.
Yogyakarta: C.V. Andi Offset.
• Wirtz, Jochen, Patricia Chew & Christopher Lovelock. 2013. Essentials of
Services Marketing. Singapore: Pearson Education South Asia.
• Hooley, Graham, Brigitte Nicolaud & Nigel Piercy. 2012. Marketing
Strategy and Compeititve Positioning. England: PearsonEducation Limited.