Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:
Objectives
Service
Definitions & Classifications
How Services Differ Goods
Improving Service Differentiation,
Quality, & Productivity
Improving Customer Support Services
©2000 Prentice Hall
Categories of Service Mix
Pure
Tangible
Good
©2000 Prentice Hall
Tangible
Good
w/
Services
Major
Pure
Hybrid Service Service
w/ Goods
Intangibility
Intangibility
Services cannot
cannot
Services
be seen,
seen, tasted,
tasted,
be
felt, heard,
heard, or
or
felt,
smelled before
before
smelled
purchase
purchase
Inseparability
Inseparability
Services cannot
cannot
Services
be separated
separated
be
from their
their
from
providers
providers
Services
Services
Variability
Variability
Quality of
of
Quality
services depends
depends
services
on who
who provides
provides
on
them and
and when,
when,
them
where, and
and how
how
where,
©2000 Prentice Hall
Perishability
Perishability
Services cannot
cannot
Services
be stored
stored for
for
be
later sale
sale or
or use
use
later
Inseparability
Inseparability
Increase
Increase
productivity of
of
productivity
providers
providers
Intangibility
Intangibility
Use cues
cues to
to
Use
make itit tangible
tangible
make
Services
Services
Variability
Variability
Standardize
Standardize
service
service
production
production
delivery
&& delivery
©2000 Prentice Hall
Perishability
Perishability
Match supply
supply
Match
and demand
demand
and
Three Types of Marketing
in Service Industries
Company
Internal
marketing
Cleaning/
maintenance
services
Employees
©2000 Prentice Hall
External
marketing
Financial/
banking
services
Interactive
marketing
Restaurant
industry
Customers
Service Differentiation
Offer
Delivery
Image
©2000 Prentice Hall
Service-Quality Model
Consumer
Word-of-mouth
communications
Marketer
Past experience
Expected service
Gap 5
Gap 1
©2000 Prentice Hall
Personal needs
Perceived service
Service delivery (including
pre- and post-contacts)
Gap 4
Gap 3
Translation of perceptions
to service-quality specifications
Gap 2
Management perceptions
of consumer expectations
External
communications to
consumers
Determinants of Service
Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
©2000 Prentice Hall
Service
Excellence
Strategic
Concept
Top-Management Commitment
High Standards
Monitoring Systems
Satisfying Customer Complaints
Satisfying Both Employees & Customers
Managing Productivity
©2000 Prentice Hall
Importance-Performance
Analysis
Fair performance
A. Concentrate here
12
9
4 5
7
10
11
13
3
6
8
12
14
C. Low priority
©2000 Prentice Hall
B. Keep up the good work
D. Possible overkill
Slightly important
# = Attributes
Excellent performance
Extremely important
Complaint Resolution
Hiring
Criteria & Training for Employees
Develop Guidelines for Fairness
Remove Complaint Barriers
Analyze Types & Sources of Complaints
©2000 Prentice Hall
Review
Service
Definitions & Classifications
How Services Differ Goods
Improving Service Differentiation,
Quality, & Productivity
Improving Customer Support Services
©2000 Prentice Hall
Service
Definitions & Classifications
How Services Differ Goods
Improving Service Differentiation,
Quality, & Productivity
Improving Customer Support Services
©2000 Prentice Hall
Categories of Service Mix
Pure
Tangible
Good
©2000 Prentice Hall
Tangible
Good
w/
Services
Major
Pure
Hybrid Service Service
w/ Goods
Intangibility
Intangibility
Services cannot
cannot
Services
be seen,
seen, tasted,
tasted,
be
felt, heard,
heard, or
or
felt,
smelled before
before
smelled
purchase
purchase
Inseparability
Inseparability
Services cannot
cannot
Services
be separated
separated
be
from their
their
from
providers
providers
Services
Services
Variability
Variability
Quality of
of
Quality
services depends
depends
services
on who
who provides
provides
on
them and
and when,
when,
them
where, and
and how
how
where,
©2000 Prentice Hall
Perishability
Perishability
Services cannot
cannot
Services
be stored
stored for
for
be
later sale
sale or
or use
use
later
Inseparability
Inseparability
Increase
Increase
productivity of
of
productivity
providers
providers
Intangibility
Intangibility
Use cues
cues to
to
Use
make itit tangible
tangible
make
Services
Services
Variability
Variability
Standardize
Standardize
service
service
production
production
delivery
&& delivery
©2000 Prentice Hall
Perishability
Perishability
Match supply
supply
Match
and demand
demand
and
Three Types of Marketing
in Service Industries
Company
Internal
marketing
Cleaning/
maintenance
services
Employees
©2000 Prentice Hall
External
marketing
Financial/
banking
services
Interactive
marketing
Restaurant
industry
Customers
Service Differentiation
Offer
Delivery
Image
©2000 Prentice Hall
Service-Quality Model
Consumer
Word-of-mouth
communications
Marketer
Past experience
Expected service
Gap 5
Gap 1
©2000 Prentice Hall
Personal needs
Perceived service
Service delivery (including
pre- and post-contacts)
Gap 4
Gap 3
Translation of perceptions
to service-quality specifications
Gap 2
Management perceptions
of consumer expectations
External
communications to
consumers
Determinants of Service
Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
©2000 Prentice Hall
Service
Excellence
Strategic
Concept
Top-Management Commitment
High Standards
Monitoring Systems
Satisfying Customer Complaints
Satisfying Both Employees & Customers
Managing Productivity
©2000 Prentice Hall
Importance-Performance
Analysis
Fair performance
A. Concentrate here
12
9
4 5
7
10
11
13
3
6
8
12
14
C. Low priority
©2000 Prentice Hall
B. Keep up the good work
D. Possible overkill
Slightly important
# = Attributes
Excellent performance
Extremely important
Complaint Resolution
Hiring
Criteria & Training for Employees
Develop Guidelines for Fairness
Remove Complaint Barriers
Analyze Types & Sources of Complaints
©2000 Prentice Hall
Review
Service
Definitions & Classifications
How Services Differ Goods
Improving Service Differentiation,
Quality, & Productivity
Improving Customer Support Services
©2000 Prentice Hall