Sifat Jasa

Tujuan Pembelajaran

• Mengklasifikasikan jasa ke dalam empat kategori menggunakan matriks proses jasa.

• Menjelaskan jasa menggunakan empat dimensi paket jasa.

• Mendiskusikan implikasi manajerial tentang perbedaan karakteristik operasi jasa.

• Mendiskusikan wawasan yang diperoleh dari klasifikasi strategi jasa.

• Mendiskusikan peran jasa manjer jasa dari pendekatan open-system dari jasa.

Pendekatan Terintegrasi Manajemen Jasa

Delapan Komponen• Elemen-elemen Produk• Tempat, Cyberspace, dan Waktu• Promosi and Pendidikan• Harga dan Pengeluaran pengguna lain+ Proses+ Produktivitas dan Kualitas+ Orang+ Fakta FisikMemerlukan integrasi dari Marketing, Operations, and Human Resources

Service/Product Bundle

ElemenCore Goods

ExampleCore Service

Example

Bisnis Custom clothier Bisnis hotel

Inti Business suits Room for the night

Barang Sampingan Tas pakaian Bathrobe

Jasa Sampingan Deferred payment plans In house restaurant

Varian Coffee lounge Airport shuttle

Paket Jasa

Fasilitas Pendukung: Sumberdaya fisik yang harus disediakan sebelum jasa dapat dijual. Contoh lapangan golf, ski lift, hospital, airplane.Barang-barang yang memfasilitasi: Material yang dikonsumsi oleh pembeli atau item2 yang dise-diakan oleh konsumen. Contoh item2 makanan, dokumen legal, golf clubs, medical history.Information: Data dan informasi operasi disediakan oleh konsumen yang memungkinan layanan yang efisien dan seragam. Contohnya adalah catatan medis pasien, kursi yang tersedia di penerbangan, preferensi pelanggan, lokasi pelanggan untuk mengirimkan taksi.

Paket Jasa(Lanjutan)

Jasa Eksplisit: Manfaat yang mudah diamati oleh panca-indra. Ciri penting atau intrinsik. Contohnya adalah kualitas makanan, sikap pelayan, tepat waktu keberangkatan.Jasa Implicit: Manfaat Psikologis or ciri ekstrinsik features yang dapat dirasakan oleh konsumen secara samar-samar. Contoh: privasi pinjaman pegawai, keamanan dari tempat parkir yang terang.

Perbedaan Karakteristik Jasa

Partisipasi Konsumen dalam Proses Jasa: Perhatian terhadap desain fasilitas serta kesempatan bagi co-productionSimultan: Peluang bagi personal selling, interaksi menciptakan persepsi konsumen terhadap kualitas.Tidak tahan lama: tidak dapat disimpan, rugi jika terjadi kapasitas menganggur, perlu menyesuaikan suplai dan demand.Tidak nyata: menciptakan periklanan, tidak ada perlindungan paten, pentingnya reputasi. Heterogenitas: Partisipasi konsumen dalam proses penyerahan hasil dalam variabilitas.

Klasifikasi Jasa Strategis (Sifat Tindakan Jasa)

Klasifikasi Jasa Strategis (Sifat Tindakan Jasa)

Penerima Langsung JasaSifat dari Tindakan Jasa Orang Barang Fisik Orang: Fisik Barang: Health care Freight transportation Passenger transportation Repair and maintenance

Tangible actions Beauty salons Veterinary care Exercise clinics Janitorial services Restaurants Laundry and dry cleaning

Pikiran Orang: Barang tidak nyata: Education Banking

Intangible actions Broadcasting Legal services Information services Accounting Theaters Securities Museums Insurance

Klasifikasi Jasa Strategis (Hubungan dengan Konsumen)

Klasifikasi Jasa Strategis (Hubungan dengan Konsumen)

Bentuk Hubungan antara Perusahaan Jasa dan Konsumennya

Sifat dariPenyerahan Jasa Hubungan “Keanggotaan” Hubungan Non-formal

Insurance Radio station Telephone subscription Police protection

Penyerahan Jasa Electric Utility Lighthouse

Terus-menerus Banking Public Highway

Long-distance phone calls Restaurant Theater series tickets Pay phone

Transaksi Terpisah Transit pass Toll highway Sam’s Wholesale Club Movie theater Airline frequent flyer Public transportation

Klasifikasi Jasa Strategis (Hubungan dengan Konsumen)

Klasifikasi Jasa Strategis (Hubungan dengan Konsumen)

Extent to Which Service Characteristics Are Customized

Tinggi Rendah

Surgery Preventive health programs Taxi services Education (large classes)

Tinggi Gourmet restaurant Family restaurant

Extent to Which

Personnel Exercise

Judgment in MeetingCustomer Needs Telephone service Public transportation Hotel services Spectator sports

Rendah Retail banking Movie theater Cafeteria Institutional food service

Strategic Service Classification (Nature of Demand and Supply)Strategic Service Classification (Nature of Demand and Supply)

Tingkat Fluktuasi Waktu PermintaanTingkat PembatasanPermintaan Wide Narrow

Electricity Insurance

Permintaan Lemah Telephone Legal services

biasanya sesuai Police emergency Banking

tanpa penundaan besar Hospital maternity unit Laundry and dry cleaning

Tax preparation Fast food restaurant

Peak demand regularly Passenger transportation Movie theater

exceeds capacity Hotels and motels Gas station

Strategic Service Classification (Method of Service Delivery)

Strategic Service Classification (Method of Service Delivery)

Availability of Service OutletsNature of Interaction between Customer and Service Organization Single site Multiple site

Customer travels to Theater Bus service

service organization Barbershop Fast-food chain

Service provider Taxi Mail delivery

travels to customer Pest control service AAA emergency repairs Taxi

Transaction is at Credit card company Broadcast network

arm’s length Local TV station Telephone company

Open Systems View of Services

Service Process Consumer

Evaluation Consumer arrivals Consumer participant departures Criteria (input) Consumer-Provider (output) Measurement interface Control Monitor

Customer demand Service operations manager Service personnel Production function: Perceived needs Alter Monitor and control process Schedule Empowerment Location demand Marketing function: supply Training Interact with consumers Attitudes Control demand Modify as necessary Define standard Service package Supporting facility Communicate Facilitating goods Basis of by advertising Explicit services selection Implicit services

Village Volvo’s Service Package

Supporting Facility

Facilitating Goods

Information

Explicit Services

Implicit Services

Village Volvo’s Distinctive Service Characteristics

Intangibility

Perishability

Heterogeneity

Simultaneity

Customer Participation in the Service Process

Village Volvo’s Service Classification

Nature of the service act

Relationship with customers

Customization and judgement

Nature of demand and supply

Method of service delivery

Managing Village Volvo

How could Village Volvo manage its back office (repair operations) like a factory?

How can Village Volvo differentiate itself from Volvo dealers?

Xpresso Lube Facility

Xpresso Lube’s Service Package

Supporting Facility

Facilitating Goods

Information

Explicit Services

Implicit Services

Xpresso Lube’s Distinctive Service Characteristics

Intangibility

Perishability

Heterogeneity

Simultaneity

Customer Participation in the Service Process

Nature of the service act

Relationship with customers

Customization and judgement

Nature of demand and supply

Method of service delivery

What elements of Xpresso Lube’s location contribute to its success?

Given the example of Xpresso Lube, what other services could be combined to “add value” for the customer?

Topics for Discussion

What are the characteristics of services that will be most appropriate for Internet delivery?When does collecting information through service membership become an invasion of privacy?What are some management problems associated with allowing service employees to exercise judgement in meeting customer needs?What factors are important for a manager to consider when attempting to enhance a service firm’s image?What contributions to the management of professional service firms can a business school graduate provide?

Interactive Class Exercise

The class breaks into five groups and each group is assigned one of the service classifications (e.g., nature of act, relationship with customer, customization, nature of demand, or method of delivery) to come up with an example for each of the four quadrants in the matrix.