What is a Service? S ? A Service is an Intangible Product That is Exchanged g Directly y From the Producer to the Customer. Services generate 74% of the U U.S. S gross domestic product, and 79% of all jobs. Examples include: Massage teeth cleaning, Massage, cleaning CD player repairs repairs.
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KLASIFIKASI BAKU LAPANGAN USAHA • • • •
AGRIBISNIS MANUFACTURING SERVICE MINNING AND ENERGY
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Latar Belakang • Kemajuan perekonomian global telah mendorong pertumbuhan sektor jasa. Yang memunculkan berbagai peluang bisnis dan kesempatan kerja • Perkembangan dan peranan sektor jasa didorong oleh kemajuan pesat dalam teknologi komunikasi informasi • Salah satu sektor jasa yang berkembang pesat diIndonesia adalah bisnis perbankan syariah, contohnya Bank Muamalat Indonesia Tbk. yang merupakan k b bank k umum b bagii h hasilil pertama t
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Business Service
Extractive E t ti Sector
(sector yg digali)
Consumer
Infrastructure service
Trade services
Social/Personal Services
Public Administration
Manufacturing Sector
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Interactive Model of an Economy
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•
Business Service
: Consulting, Finance, Banking
•
Trade Service
: Maintenance Maintenance, Repair
•
Infrastructure Service
: Communication, Transportation
•
Social / Personal Service : Restaurants, Health Care
•
Public Administration
: Education, Government
Stage of Economy Activity • Primary (Extractive) ( )
: Agriculture, Mining, Fishing, Forestry (kehutanan)
• Secondary (Goods-Producing) : Manufacturing, Processing • Tertiary T ti (D (Domestic ti service) i )
: Restaurants R t t an Hotels, H t l Barber B b and d beauty b t shops, h Laundry and Dry Cleaning, Maintenance and Repair .
p Retailing, g Communication, • Quaternaryy ((Trade and Commerce service)) : Transportation, Finance and Insurance, Real estate, Government. • Quinary (Refining and Extending Human Capacities) : Health, Education, Research, Recreation Art. Recreation, Art YUYUS SURYANA SUDARMA
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JASA/SERVICES SUATU AKTIVITAS ATAU PENAMPILAN YANG BERSIFAT TIDAK NYATA DAPAT DITAWARKAN UNTUK MEMENUHI HARAPAN PELANGGAN SIFAT JASA ((DIBANDINGKAN DENGAN BARANG))
11. 2. 3. 4. 5. 6. 7. YUYUS SURYANA SUDARMA
PRODUK LEBIH BERSIFAT TAMPILAN PELANGGAN TERLIBAT DALAM PROSES PRODUKSI MANUSIA MERUPAKAN BAGIAN DARI JASA KUALITAS JASA SULIT DISTANDARISASIKAN JASA TIDAK ADA PERSESIDAAN WAKTU MENJADI FAKTOR PENTING DISTRIBUSI SANGAT BERVARIASI 6
PERBANDINGAN PROSES PEMASARAN JASA DENGAN BARANG
PEMASARAN BARANG Tahap I Informasi Pemasaran Strategi Pemasaran
PEMASARAN JASA
Sebelum pembelian b li
Informasi Pemasaran
Taktik Pemasaran
Implementasi Produksi
Strategi Pemasaran
Implementasi Pemasaran
Pembelian
Taktik Pemasaran
Pembelian Konsumen
Produksi
Konsumsi
Tahap 2
Konsumsi
Konsumsi
Jasa yang Dirasakan
Kepuasan
Kepuasan Tahap 3
Arus balik
YUYUS SURYANA SUDARMA Penmyesuaian Strategi
Arus Balik
Sesudah Pembelian
7 Penyesuaian Strategi
Characteristics of Services Intangibility
•Customers can’t see, touch,, or smell services.
Perishability
•Can’t store services for later use or sale sale.
Variability
Inseparability YUYUS SURYANA SUDARMA
•Service quality varies and is never exactly the same from time to time. •Most services are produced, sold, and consumed at the same time.
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EMPAT KARAKTERISTIK JASA • INTANGIBILITY berisfat abstrak dan tidak berwujud hanya bisa dirasakan • HETEROGENEITY sangat bervariasi sehingga sulit untuk distandarisasi • PERISHABILITY g disimpan p dalam p persediaan tidak mungkin • INSEPARABILITY konsumen turut berpartisipasi karena proses produksi bersamaan d dengan kkonsumsii
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The Goods/Services Continuum GoodDominated P d t Products
Equipmentor FacilityBased Services
Tangible Ch Characteristics i i YUYUS SURYANA SUDARMA
PeopleBased S Services i
Intangible Ch Characteristics t i ti 10
Important Factors of FacilityDriven Services Operational Factors
Locational Factors Environmental Factors
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Core and Augmented Services
Core Service
Augmented g Service
basic benefit that is obtained as a result of having a service performed. core service plus additional services provided to enhance value value.
Services can stand out by: developing innovations competitors lack, or finding g better ways y to deliver core services.
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Providing Quality Service Consumer’s Expectations of Service’s Service s Performance
Service’s Perceived Performance
Satisfied Customer! YUYUS SURYANA SUDARMA
Dissatisfied Customer 13
Evaluative Dimensions of Service Quality Search Qualities Attributes that the Customer Can Examine Prior to Purchase. Examples: Color, Style, Fit, & Smell
Experience Qualities Product Characteristics that Customers Can Determine During or Aft Consumption. After C ti Example: Vacations
Credence Qualities Attributes that We Find Difficult to Evaluate Even After We’ve Experienced Them Them. Example: Doctor’s Diagnosis
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Measuring Service Quality
Gap p Analysis y measures the difference between a customer’s expectation of a service quality and what actually occurred. Potential causes of gaps: firm doesn’t understand what its customers’ expectations are, firm fails to establish a quality control program, service is not delivered at level specified by company, firm makes exaggerated promises to customers. YUYUS SURYANA SUDARMA
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Measuring Service Quality
In the Critical-Incident Technique, the company collects and closely analyzes very specific customer t complaints, l i t th then it identifies Critical Incidents, which are specific contacts between consumers and service providers that result in dissatisfaction.
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Targeting: Defining the Service Customer or Audience
Most services identify a target customer that they can serve well well. Target customers should be classified by: psychographics, psychographics demographics, benefits b fit sought, ht and d usage rates.
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Four Dimensions that Position a Service Tangibles
Physical Ph i l evidence id such h as apparel, facilities, & graphics.
Empathy
Understanding of customers’ needs and caring about their welfare welfare.
Responsiveness
Reliabilit Reliability
Assurance YUYUS SURYANA SUDARMA
Speed and care with which a company responds to customers’ customers requests. Consistency of service delivery system with procedure determinate Emphasize the knowledge or competence of its employees
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Determinants of Service Quality • • • • •
Tangibles Empathy Reliability Responsiveness Assurance
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Tabel 3.1: Operasionalisasi Vaiabel Penelitian VARIABEL & Dimensi Variabel
Konsep p Variabel/ Dimensi
INDIKATOR
SERVQUAL
Kualitas pelayanan yang disediakan sesuai dengan harapan pelanggan baik tinjau dari dimensi TERRA
Kesesuaian Pelayanan yang disampai dengan harapan pelanggan
Tingkat kesesuaian
Tangible
Penyediaan sarana dan prasaran serta tampilan petugas yang dapat dirasakan oleh konsumen
- Kesesuaian Gedung/Ruangan - Penampilan Petugas g p - Kelengkapan Peralatan
-Tingkat Tingkat kesesuaian
Empathy
- Kemudahan Prosedur - Akses
Responsiveness
-Kecepatan -Kepedulian
Relliability
-Ketepatan Ketepatan -Kesesuain
Assurance
-Keamanan -Kenyamanan YUYUS SURYANA SUDARMA
Ukuran
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Mengukur Kepuasan Pelanggan Kinerja (P)
No .Res.
Harapan (E)
Kepentingan (I)
T
E
R
R
A
T
E
R
R
A
T
E
R
R
A
1
3
2
4
3
4
4
3
5
4
5
2
4
3
4
5
2
2
4
3
5
3
5
4
4
5
3
4
3
3
4
5
3
4
3
4
3
4
5
4
5
3
5
5
5
4
4
5
4
3
3
3
4
4
5
5
4
4
5
3
4
4
5
5
5
4
4
3
4
4
4
4
5
5
3
5
5
4
3
4
6
5
4
5
3
5
5
4
4
5
5
5
5
4
4
4
7
2
4
3
3
3
5
5
3
3
5
5
4
5
5
4
8
3
3
4
3
3
5
4
4
4
3
5
5
4
4
5
9
2
2
4
3
2
4
4
5
5
5
4
4
5
5
4
10
3
3
4
3
3
4
5
3
5
3
3
5
3
5
4
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