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Designing and

Managing Services

Marketing Management, 13thed

13

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Chapter Questions

Bagaimana kita mendefinisikan danmengklasifikasikan jasa,serta beda jasadan barang?

Bagaimana kita memasarkan jasa? Bagaimana kita dapat meningkatkan

kualitas jasa?

Bagaimana pemasar jasa menciptakanmerk yang kuat?

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Chapter Questions

Bagaimana pemasar barangmeningkatkan jasa/layanan dukunganpelanggan?

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Service Sectors

PemerintahSwasta

Nirlaba

ManufakturBisnis Retail

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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 Evaluationfor Different Types of Products

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Distinctive Characteristicsof 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

Monitor customer satisfaction

Standardize the

service-performance process

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Matching Demand and Supply

Demand side

Differential pricing

Nonpeak demand

Complementaryservices

Reservation

systems

Supply side

Part-timeemployees

Peak-time efficiency

Increased consumerparticipation

Shared services

Facilities for futureexpansion

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Figure 13.3 A Blueprint forOvernight Hotel Stay

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Improving Service Quality

Listening

Reliability

Basic service

Service design

Recovery

Surprisingcustomers

Fair play

Teamwork

Employee research

Servant leadership

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Figure 13.4 Root Causesof Customer Failure

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Solutions to Customer Failures

Redesign processes and redefine customerroles to simplify service encounters

Incorporate the right technology to aid

employees and customers Create high-performance customers by

enhancing their role clarity, motivation, andability

Encourage customer citizenship wherecustomers help customers

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Figure 13.5 Three Types of Marketingin Service Industries

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Figure 13.6 Service-Quality Model

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Gaps that Cause UnsuccessfulService Delivery

Gap between consumer expectation andmanagement 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-PerformanceAnalysis

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Developing Brand Strategiesfor Services

Choosing

Brand Elements

Establishing Image

Dimensions

Devising Branding

Strategy

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Customer Worries

Failurefrequency

Downtime

Out-of-pocket costs