View
9
Download
3
Category
Preview:
DESCRIPTION
rgw
Citation preview
1
SERVICES
Kapita Selekta Industri_01-1314
14. Industri Jasa
Ir. Nur Indrianti, M.T., D.Eng.
Teknik Industri UPNVY
Slide 11-2
The Service Sector
Service sector: Largest and most rapidly expanding part of economies of advanced industrial nations
In the United States, services plus fire, insurance, real estate sector employs about 42% of labor force; accounts for $4.2 trillion of GDP in 2005
3
Growth of goods and services exports, 1980-2000
0
50
100
150
200
250
300
350
400
1980 82 84 86 88 90 92 94 96 98
2000
Perc
en
tag
e (
1980=
100)
0
1500
3000
4500
6000
7500
9000
10500
12000
Bil
lio
n $
Goods Services
Services growth
Goods growth
GDP growth
4
Share of commercial services and goods in
world trade, 1980-2000
Goods
84%
16%Services 1980
2000 Services 19%
81%
Goods 6
5
Service Industry - Facts
Service industries generate over 2/3rd of GNP and
employment in developed countries - ISSN Journal Volume 22,
2004)
9 out of 10 jobs are created by Services economy – “Delivering Service Quality” by Valerie, Parsuraman and Leonard”;
Of the top 100 revenue earners worldwide, 55% are
service firms – www.service-growth.com
Top service firm in revenue worldwide – Wal-Mart is
a service firm;
Service firms produced 45% more revenue per
employee than manufacturing firms;
6
The Role of Global Services in the
World Economy
The rise of the service sector is a global phenomenon.
Economies of developing countries generally first establish agricultural and manufacturing sectors before entering into the services sector.
As more countries enter the sector, the global services business will become more competitive.
7
Global Transformations in the
Services Sector
The rise in services trade is due to changes in the environment and in technology.
8
Global Transformations in the
Services Sector
Reduction of government regulation.
Technological advancement.
9
Differences Between Sales and Goods
“a good is an object, a device, a thing;”
“a service is a deed, a performance, an effort.”
10
Links Between Services and Goods
Services may complement goods; at other times, goods may complement services.
Characteristics of Service
Involves the guest’s experience and the staff’s performance
Guest and server are both part of transaction
Quality control is difficult
Standard must be zero defects
Production and consumption are simultaneous (There is no inventory)
11
12
Service Industries
Retailing;
Distribution;
Financial services – banking, insurance;
Hotels and tourism;
Leisure, recreation, entertainment;
Professional and business services like accountancy, marketing, law, consulting;
Healthcare;
Software etc.
Examples of Service Industries
Health Care hospital, medical practice, dentistry, eye care
Professional Services accounting, legal, architectural
Financial Services banking, investment advising, insurance
Hospitality restaurant, hotel/motel, bed & breakfast, ski resort, rafting
Travel airlines, travel agencies, theme park
Others: hair styling, pest control, plumbing, lawn maintenance, counseling services, health club
13
Characteristics of Services Intangibility - Lack of tangible assets which can be seen, touched, or smelled prior to purchase.
Perishability - Inability of a service to be inventoried or stored.
Inseparability - Simultaneous production and consumption of a service.
Variability - Unwanted or random levels of service quality customers receive when they patronize a service firm.
14
Differences Between
Goods and Services
Intangibility
Perishability
Simultaneous Production
and Consumption
Heterogeneity
15
Figure 1-1
Tangibility Spectrum
Tangible
Dominant
Intangible
Dominant
Salt Soft Drinks
Detergents
Automobiles
Cosmetics
Advertising Agencies
Airlines Investment
Management Consulting
Teaching
Fast-food Outlets
Fast-food Outlets
16
Implications of Intangibility
Services cannot be inventoried
Services cannot be patented
Services cannot be readily displayed or communicated
Pricing is difficult
17
Implications of Heterogeneity
Service delivery and customer satisfaction depend on employee actions
Service quality depends on many uncontrollable factors
There is no sure knowledge that the service delivered matches what was planned and promoted
18
Implications of Simultaneous
Production and Consumption
Customers participate in and affect the transaction
Customers affect each other
Employees affect the service outcome
Decentralization may be essential
Mass production is difficult
19
Implications of Perishability
It is difficult to synchronize supply and demand with services
Services cannot be returned or resold
20
Services are Different Goods Services Resulting ImplicationsTangible Intangible Services cannot be inventoried.
Services cannot be patented.Services cannot be readily displayed or communicated.Pricing is difficult.
Standardized Heterogeneous Service delivery and customer satisfaction depend onemployee actions.Service quality depends on many uncontrollable factors.There is no sure knowledge that the service deliveredmatches what was planned and promoted.
Productionseparate fromconsumption
Simultaneousproduction andconsumption
Customers participate in and affect the transaction.Customers affect each other.Employees affect the service outcome.Decentralization may be essential.Mass production is difficult.
Nonperishable Perishable It is difficult to synchronize supply and demand withservices.Services cannot be returned or resold.
Source: Adapted from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, “Problems and Strategies in Services Marketing,”
Journal of Marketing 49 (Spring 1985): 33-46.
21
Pure
Service
Categories of Service Mix
Tangible
Good
w/
Services
Major
Service
w/ Goods
Hybrid
Pure
Tangible
Good
22
Three Types of Marketing
in Service Industries
Internal marketing
Company
Customers
External marketing
Employees Interactive marketing
Cleaning/ maintenance
services
Financial/ banking services
Restaurant industry
23
27
Service Quality Gap
The gap between expected and perceived
service is a measure of service quality
Expectation > Service perceived = Exceptional Quality,
Expectations < Service perceived = Unacceptable quality.
Expectations = Service perceived = Satisfactory Quality.
28
Word of
Mouth
Perceived
Service
Quality
Personal
Needs
Perceived
Service.
Past
Experience
External
Cummications
Expected
Service
Customers' Assessment of
Service Quality
Dimensions of
Service Quality
Tangibles
Reliability
Responsiveness
Competence
Courtesy
Credibility
Security
Access
Communication
Understanding the
Customer
29
Reliability" Ability to perform the promised service dependably & accurately"
Competence"Possession of the required
skills and knowledge to perform the service"
Responsiveness"Willingness to help customers and provide prompt service"
Definition of Dimensions
Security"Freedom from danger, risk, or
doubt"
Access"Approachability and ease of
contact"
Communication"Keeping Customers informed
in language they can understand and listening to
them"
30
Dimension Measurements
Reliability – On time delivery performance, Errors in
invoices
Responsiveness – Cycle time (speed)
Access – Availability (24x7), Downtime of web
Credibility – Financial Ratings, Image
Mix of Performance Indicators and Perception Measures
References:
Services, www.siue.edu/~akutan/mba532/ch15.ppt
E-Commerce: business. technology. Society, Kenneth C. Laudon Carol Guercio Traver, www.sci.brooklyn.cuny.edu/...ppt/Laudon_Traver_3E_Chapter11_Final
Challenges of Measurements in Service Industry, www.slideshare.net/venkypalu/service-managementppt12
The Role of Service in the Hospitality Industry, ww2.mccombs.utexas.edu/faculty/.../PowerPointLectures/Economy1.p..
Services Marketing, www1.ximb.ac.in/users/fac/mnt/mnt.nsf/.../Services%20Marketing.ppt
Designing and Managing Services, www.ctp.bilkent.edu.tr/~meltem/Chap14.ppt
31
Recommended