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Designing and
Managing Services
Marketing Management, 13thed
13
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-2
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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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-3
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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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-6
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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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-10
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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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-11
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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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-13
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