among consumer and the party that give the service, meanwhile both of party that involve not always recognize.
Means Service Company or bank attract and concern the customer with contract system, beside that the member will get the facility and easy thing from
company, with the purpose of company will get the profit.
E. Definition of Marketing In Services
Marketing that developed by McCarthy 1981, that popular with marketing mix 4P is: “product, price, promotion, and place”. The 4P already
accepted the benefit and affectivity by the marketer. In service industry, products are not real so that only can see by the process not the result, because of these
characteristic so that the quality is the point in service industry. Because the characteristics of services not real so the price can be the indicator that
representative the service quality. The purposes of promotion in marketing is to make the services more real
for the customer, in services communication promoting by “word of mouth” is very effective in influence the customer. The right place can be makes easy in
distribution the services for the customer to get the products. People in Service Company or bank are vital elements in do the marketing.
In service industry or bank the process of production always more important than result. That’s happen because directly interactions between
producers that do the process of production with the customer that consume the service in the same time. The characteristic of service is not real can be see after
the consumption increasing the risk of taking decision by customer.
Rambat 2001 explain that “marketing merupakan tool atau alat bagi marketer yang terdiri atas berbagai elemen suatu program pemasaran yang perlu
dipertimbangkan agar implementasi strategi pemasaran dan positioning yang ditetapkan dapat berjalan sukses”.
F. Definition of Customer Value
Gale 1994 state that, consumer perception to value of the quality offered by the bank, have more relative highly from the competitor and will be influence
to customer loyalty level, more high value perception that feels by the customer, so more high the possibility the transaction happen. And the expectation of
relationship that expect is the long term relationship, because the effort and cost that spend out by the bank is certain more high than have to attract a new
customer or the customer that already leave the bank, from the maintaining relationship.
For the customer, the product mechanism that feels by customer is same or higher than the expectation, which give value thinking and also the satisfaction,
Kotler 2000. The attribute value is characteristics product in mind and explained by the customer. The value consequence is subjective customer estimate as the
consequence from products consumer. Conceptual models to value variable, not only based on service value
dimension, but also to develop to the quality value of service value that including in service marketing mix, such as: price, products services, promotion, and
people, selling services.
The concept attribute value customer services that using in this research is: 1. Price
2. Products services: a. Function deposit of transaction tools
b. Function financial movements c. Deposits multifunction
3. Services: a. Easy location
b. Speed c. Convenience
d. Information e. People
f. Image g. Professionalism staff people and gift promotion.
G. Definition of Services Quality
