business school prasetiya mulya pemasaran layanan/services marketing-c.lovelock-ch. 8/rp - 01 *...

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 01

Determine what actions and reactions customers expect the firm to provide

Group these activities into CORE and SUPPLEMENTARY service elements

Evaluate how well the organization is performing on each one,if, indeed, management even responds to each of the customer’s requirements

Redesign existing service “package” for each market target, to meet theirexpectation for performance and value (within price and profit constraints)

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 02

ServiceFrequency

Vehicle

Transport In flightService

Food &Drink

Pre &Post Flight

Service

Shostack’s Molecular Model : Passenger Airline Service

Tangible elements

Intangible elements

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 03

The Flower of ServiceCore Product surrounded by clusters of Supplementary Services

Payment

Information

Consultation

Order Taking

Hospitality

Billing

Exceptions

Care-taking

CORE

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 04

Information What product will best meet their needs Where to get it - and direction to get there How to place order Business hours, price, usage instructions Sales conditions (include law and regulations)

Through : Employees (who are not always as knowledgeable) Printed notices, brochures, instruction books Videotapes, touch-screen video displays, software-driven tutorials

Consultation Advice Auditing Personal Counseling Tutoring/Training in product usage Management or Technical Consultancy

Through : One-on-One Tutorials Group training

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 05

Order Taking Applications

- Membership in clubs or programs- Subscription service (e.g. utilities)- Prerequisite-based service (e.g. credit, college enrollment)

Order Entry- On-site fulfillment- Mail/telephone order for subsequent fulfillment

Reservations- Seats- Tables- Rooms- Rentals of vehicles or other equipment- Professional appointments- Admissions to restricted facilities (e.g. exhibitions)

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 06

Hospitality : Taking Care of the Customer

Greeting Food and beverages Toilets and washrooms Bathroom kits Waiting facilities and amenities - Lounges, waiting areas, seating

- Weather protection- Magazines, entertainment, newspapers

Transportation SecuritySafekeeping :

Looking After the Customer’s Possessions

Caring for possessions customers bring with them- Child care - Coat room- Pet care - Baggage handling- Parking facilities - Storage space- Valet parking - Safety deposit/security

Caring for goods purchased (or rented) by customers- Packaging - Cleaning- Pick up - Refueling- Transportation - Preventive maintenance- Delivery - Repairs and renovation- Installation - Upgrade- Inspection and diagnosis

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 07

Special Requests in advance of Service Delivery- Children’s needs- Dietary requirements- Medical or disability needs- Religious observance- Deviation from standard operating procedures

Handling Special Communications- Complaints- Compliments- Suggestions

Problem Solving- Warranties and guarantees against product malfunction- Resolving difficulties that arise from using the product- Resolving difficulties caused by accidents, service failures, and problems with staff or other customers- Assisting customers who have suffered an accident or medical emergency

Restitution- Refunds- Compensation in kind for unsatisfactory goods and services- Free repair of defective goods

Exception :

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 08

Billing : Periodic statements of account activity Invoices for individual transactions Verbal statements of amount due Machine display of amount due Self-billing (computed by customer)

Payment : Self Service

- Exact change in machine- Cash in machine with change returned- Insert prepayment card- Insert credit/charge/debit card- Insert token- Electronic funds transfer- Mail a check

Direct to Payee or intermediary- Cash handling and change giving- Check handling- Credit/charge/debit card handling- Coupon redemption- Tokens, vouchers, etc.

Automatic deduction from financial deposits (e.g. bank charges Control and verification

- Automated systems (e.g. machine readable tickets operate entry gate)- Personal systems (e.g. gate controllers, ticket inspectors)

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 09

Jack-of-all Tradesdoes everything

Selectiveoutsourcing

Outsource all butcore competence

OUTSOURCING SUPPLEMENTARY SERVICE :

Alternative Strategy

business schoolPRASETIYA MULYA

Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 10

CORE

Information Consulting

Credit

OrderEntry

Food Service

Transport

Help-line