STIA LAN BANDUNG

PROGRAM PASCASARJANA
2016

Changes (C7)
Complementers (C4)

Center (C6)

Company (C1)

Competitors (C3)

Channels (C5)

Customers (C2)

Physical Support
Technical
Core

Customer
Contact Personnel

Backstage
Front Stage
(Invisible)
(Visible to Customer)

Other
Customer

Service
Operations
System

Service Delivery System

Advertising
Advertising

Mail
Mail

Technical
Technical
Core
Core

Market Research Survey

Market Research Survey

Self-Service
Self-Service
Equipment
Equipment

The
Customer

Phone, Fax
Phone, Fax
Website, etc
Website, etc
Backstage
(invisible)

Other Contact Points

Front Stage
(Visible)

Billing / Statement
Billing / Statement
Random Exposure to Facilities,
Random Exposure to Facilities,
Personnel
Personnel
Word-of-Mouth
Word-of-Mouth

Service Delivery System

Service Operations System
Interior and
Interior and
Exterior
Exterior
Facilities
Facilities

Technical
Technical
Core
Core

The
Equipment
Equipment Customer
Service
Service
People
People

Backstage
(invisible)

Other
Customer

Front Stage
(Visible)

Other
Customer

Other Contact Points

Advertising
Advertising
Sales Calls
Sales Calls
Market Research Survey
Market Research Survey
Billing / Statement
Billing / Statement
Miscellaneous Mail, Phone Calls,
Miscellaneous Mail, Phone Calls,
Faxes, etc
Faxes, etc
Random Exposure to Facilities
Random Exposure to Facilities
/ Vehicles
/ Vehicles
Chance Encounters with
Chance Encounters with
Service Personnel
Service Personnel
Word-of-Mouth
Word-of-Mouth

S
S
E
E
R
R
V
V
II
C
C
E
E

SELF-ESTEEM
EXCEED EXPECTATIONS
RECOVER
VISION

VISI (Arah ke depan)

IMPROVE

PERBAIKAN

CARE

PEDULI

EMPOWER

PEMBERDAYA

Salt
Soft drinks
Detergents
Automobiles
Cosmetics
Fast-food
outlets

Tangible
Dominant

Intangible
Dominant

Fast-food
outlets
Advertising
agencies
Airlines
Investment
management
Consulting
Teaching

The
Service
Strategy

The
Customer

The
Systems

The
Employees

Other
Customer

Servicescape

Customer

Invisible
Organizations
and Systems

Contact
Personnel /
Service
Providers

Company (Management)

Internal Marketing
Enabling the Promise

Employees

External Marketing
Setting the Promise

Customer

OPERATING STRATEGY AND SERVICE DELIVERY SYSTEM

Employee
Retention
Internal
Service
Quality

Revenue
Growth
External
Service
Value

Employee
Satisfaction

Customer
Satisfaction

Customer
Loyalty

Employee
Productivity

Workplace design job

design Employee
selection and
development Employee
rewards and
recognition Tools for
Serving Customer

Profitability

Service concept
results for
customers

Retention
Repeat
business
Referral

Service designed
and delivered to
meet targeted
customers needs

Customer Loyalty
Customer Satisfaction
Customer Value
Employee Productivity
Employee Loyalty
Employee Satisfaction

Cap
abi
lity

fac
tion
Sat
is

Loy
alty

uct
ivit
y
Pro
d

Val
ue

fac
tion
Sat
is

Loy
alty

Growth & Profit

Customer Value

Service Value

Service Value

Service Benefit
Service Costs

Result + Process Quality Price + Other Cost of

=
Acquiring the Service

Customer Value

Customer Benefit
Customer Costs

Functional + Emotional Benefits

= Monetary + Time + Energy + Psychic Cost

Product
ProductValue
Value
Service
ServiceValue
Value
Personnel
PersonnelValue
Value

Total
TotalCustomer
Customer
Value
Value
Buyers
Buyers
Perception
Perceptionof
of
Value
Value

Image
ImageValue
Value
Monetary
MonetaryCost
Cost
Time
TimeCost
Cost
Energy
EnergyCost
Cost
Psychic
PsychicCost
Cost

Total
TotalCustomer
Customer
Cost
Cost

Delivered
Service
Benefits

Customer
Needs

Desire
Service
Benefits
Customer
Use
Situation

Customer analysis

Service
Value
Creation

Customer
Satisfaction
& Loyalty

Service
Cost

Value Creation

Customer
Satisfaction
& Loyalty

Superior Service
Value
Service Provider
(Company)
SV / CV

Superior Customer
Value
Service Provider
(Competitors)
SV / CV

Service Value Creation

Management

Product
Physical good features
Quality level
Accessories
Packaging
Warranties
Product lines
Branding

Place
Channel type
Exposure
Intermediaries
Outlet locations
Transportation
Storage
Managing channels

Promotion
Promotion blend
Salespeople
Selection
Training
Incentives
Advertising
Media types
Types of ads
Sales promotion
Publicity
Internet/Web strategy

People
Employees
Recruiting
Training
Motivation
Rewards
Teamwork
Customer
Education
Training

Physical Evidence
Facility design
Equipment
Signage
Employee dress
Other tangibles
Reports
Business cards
Statements
Guarantees

Process
Flow of activities
Standardized
Customized
Number of steps
Simple
Complex
Customer
Involvement

Price
Flexibility
Price level
Terms
Differentiation
Discount
Allowances

 Contact employees
Customer him/herself
Other customers

People

Process
Operational flow of activities
Steps in process
Flexibility versus standard
Technology versus human

Physical
evidence

Tangible communication
Service cape
Guarantees
Technology
Website

Customer

Expected
Expected
service
service
Customer
gap

Perceived
Perceived
service
service
Service
Servicedelivery
delivery

Company
Gap 3

Gap 4

Customer-driven
Customer-drivenservice
service
designs
designsand
andstandards
standards

Gap 1
Gap 2

Company
Companyperceptions
perceptionsof
of
consumer
consumerexpectations
expectations

External
Externalcommunication
communication
to
customer
to customer

Original ten
dimension for
evaluating service
quality
Tangibles
Reliability
Responsiveness
Competence
Courtesy
Credibility
Security
Access
communication
Understanding the
customer

Tangibles

Reliability Responsiveness Assurance

Empathy

PRICING

PRODUCING

PEOPLE

S
S
CE
O
R
P

DELIVERING

COMMUNICATING

Ideal Expectation
Should Expectation
Will Expectation (High Expect)
Minimally Acceptable
Will Expectation (Low Expect)
Worst Possible

Satisfactio
n

Satis (Enough)
Facere (To Do Or Make)

PARTNERS
ADVOCATE
MEMBERS
CLIENTS
REPEAT CUSTOMERS
FIRST CUSTOMER
PROSPECTS
SUSPECTS

PROFIT
STARTS
HERE

Excellent Performance
9

5
Possible
Overkill

Not Important 5

P
L
A
M
I
T

Continue
current
effort
E
C
N
A
RM
O
F
ER

OP
Low
priority

Extremely
Important

Concentrate
here

Poor Performance
1

Not Important Poor

Performance

Extremely Important
Excellent Performance