13

Designing and Managing Services

Marketing Management, 13th ed

Chapter Questions
Bagaimana kita mendefinisikan dan mengklasifikasikan jasa,serta beda jasa dan barang? Bagaimana kita memasarkan jasa? Bagaimana kita dapat meningkatkan kualitas jasa? Bagaimana pemasar jasa menciptakan merk yang kuat?

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Chapter Questions
Bagaimana pemasar barang meningkatkan jasa/layanan dukungan pelanggan?

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Service Sectors
Swasta Nirlaba

Pemerintah

Bisnis

Retail

Manufaktur
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Categories of Service Mix

Barang berwujud murni
Barang yang disertai jasa Hybrid Jasa yang disertai barang Jasa Murni
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Figure 13.2 Continuum of Evaluation for Different Types of Products

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Distinctive Characteristics of Services

Intangibility
Inseparability Variability Perishability
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Physical Evidence and Presentation

Place People Equipment Communication material

Symbols
Price
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How to Increase Quality Control

Invest in good hiring and training procedures
Standardize the service-performance process

Monitor customer satisfaction

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Matching Demand and Supply

Demand side Differential pricing Nonpeak demand Complementary services Reservation systems Supply side Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion
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Figure 13.3 A Blueprint for Overnight Hotel Stay

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Improving Service Quality

Listening Reliability Basic service Service design Recovery Surprising customers Fair play Teamwork Employee research Servant leadership

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Figure 13.4 Root Causes of Customer Failure

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Solutions to Customer Failures

Redesign processes and redefine customer roles to simplify service encounters Incorporate the right technology to aid employees and customers Create high-performance customers by enhancing their role clarity, motivation, and ability Encourage customer citizenship where customers help customers
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Figure 13.5 Three Types of Marketing in Service Industries

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Figure 13.6 Service-Quality Model

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Gaps that Cause Unsuccessful Service Delivery

Gap between consumer expectation and management perception Gap between management perception and service-quality specifications Gap between service-quality specifications and service delivery Gap between service delivery and external communications Gap between perceived service and expected service
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Determinants of Service Quality

Reliability Responsiveness

Assurance
Empathy

Tangibles
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Figure 13.7 Importance-Performance Analysis

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Developing Brand Strategies for Services

Choosing Brand Elements Establishing Image Dimensions

Devising Branding Strategy

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Customer Worries

Failure frequency

Downtime Out-of-pocket costs

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