bab01 mjnpmsjasa(e2) rambat

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1 Bab 1 Bab 1 DINAMIKA BISNIS JASA DAN PENTINGNYA PEMASARAN JASA

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Page 1: Bab01 MjnPmsJasa(e2) Rambat

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Bab 1Bab 1

DINAMIKA BISNIS JASA DAN PENTINGNYA PEMASARAN JASA

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Bab 1 Pengertian Jasa (1)Pengertian Jasa (1)

• A service is an activity or a series of activities which take place in interactions with a contact person or physical machine and which provides consumer satisfaction (Lehtinen, 1983).

• A service is any activity of benefit that one party can offer to 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 (Kotler, 1988).

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Bab 1 Pengertian Jasa (2)Pengertian Jasa (2)

A service is an activity or series of activities of more or less intangible nature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or good and/or system of the service provider, which are provided as solutions to customer problems (Gronroos, 1990).

Service is all economic activities whose output is not a

physical product or construction is generally consumed at that time it is produced, and provides added value in forms (such as convenience, amusement, comfort or health) (Valarie A. Zethaml & Mary Jo Bitner,1996).

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Bab 1 Berbagai Faktor yang Mendorong Berbagai Faktor yang Mendorong Pertumbuhan Bisnis JasaPertumbuhan Bisnis Jasa

1. Perubahan Demografis2. Perubahan Psikografis 3. Perubahan Sosial4. Perubahan Perekonomian 5. Perubahan Politik dan Hukum

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Bab 1 Perkembangan Industri JasaPerkembangan Industri Jasa

Tabel 1.1Pengeluran pribadi untuk kebutuhan jasa menurut

tingkat pendapatan di Amerika Serikat (dalam Jutaan Dolar AS)

< 25 25 - 50 50 - 75 > 75 TOTAL

Perumahan 252 245 96 64 657Restoran 76 126 70 47 319Transportasi 32 37 13 6 88Medical 131 106 38 22 297Rekreasi 55 70 33 22 180Personal business 56 60 31 22 169Pendidikan 11 15 10 6 42Lain-lain 21 24 11 13 69

TINGKAT PENDAPATAN RUMAH TANGGASEKTOR JASA

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Bab 1 Karakteristik dan Klasifikasi JasaKarakteristik dan Klasifikasi Jasa

• Intangibility (tidak berwujud)

• Unstorability

• Customization

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Bab 1 Faktor-faktor Faktor-faktor yyang Menjadi ang Menjadi Kunci Sukses JasaKunci Sukses Jasa

1. Memperbarui Jasa yang Ditawarkan

2. Melokalisasi Sistem Point Of Service

3. Melakukan Kontrak Layanan untuk Mengikat Konsumen

4. Menggunakan Kekuatan Informasi

5. Menetapkan Nilai Strategis dari Jasa bagi Konsumen

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Bab 1 Kerangka Kerja Analisis Kerangka Kerja Analisis Pemasaran Jasa: Pendekatan Pemasaran Jasa: Pendekatan

DramaturgiDramaturgi • Kontek Sosial dan Fisik dari Pertukaran Jasa • Aspek Sosial (The Social Setting)• Aspek Fisik (The Physical Setting)• Memahami Pemasaran Jasa Melalui Analog

Dramaturgi• Kinerja • Kinerja Tim • Pertunjukan Langsung atau Dibalik Layar • Aspek Manajemen Impresi • Aplikasi Dramaturgi dari Pertukaran Jasa

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Bab 1

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