PROGRAMMAGISTERMANAJEMENUNIVERSITASKRISTENMARANATHA SATUANACARAPERKULIAHAN(SAP)

Namamatakuliah Dosen

:PemasaranJasa(ServiceMarketing) :PopyRufaidah,SE.MBA.PhD[KORDINATOR] [popy.rufaidah.mm@gmail.com] HP.0813.22.33.48.72 BapakOngkieTedjasurja,SE,MBA,MM DirekturMarketingPTKalbeFarma ongkie@kalbenutritionals.com ongkie999@yahoo.com BapakDaanDarmawan,SE,MM :1.Memahamidanmengembangkan: konsepdanteoripemasaranjasa, kerangkakerjaanalisispemasaranjasa, menetapkanstrategi,implementasidanevaluasistrategi pemasaranjasa. 2.LandasanteoriuntukmenyusunCASESPROBLEMSOLVING [LihatLampiranGroupAssignmentProblemSolving]

Kompetensiumum

Bukuutama : Latesteditionofthebookwrittenby: Fitzsimmons,JamesA.MonaFitzsimmons[JF&MF],ServiceManagement:Operation,Strategy andInformationTechnology,McGrawHill. Groonroos,Christian,ServiceManagementandMarketing:ManagingtheMomentofTruthin ServiceCompetition,MaxwellMacMillan,Singapura Lovelock,Chritopher&JochenWirtz[CL&JW],ServiceMarketing:People,Technology, Strategy,PearsonPrenticeHall,InternationalEdition Sumberlainnya: Artikeljurnalterbaruyangdiaksesdariberbagaisumber

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CourseSchedule(Subjecttomoderatechange)
No 1. Topic Introductiontoservicemarketing[CL&JW], Theroleofservicesineconomy[JF&MF] Thenatureofservices[JF&MF], Consumerbehaviorinserviceencounter[CL&JW], Positioningservicesincompetitivemarkets[CL&JW], Servicestrategy[JF&MF], Creatingtheserviceproduct[CL&JW], NewServiceDevelopment[JF&MF] Servicequality[JF&MF], CasePresentation:Case(A&B) Lecture PR Topicsfor Assignment&Group Presentation Lecture Senin7/01/13 18.3021.00 Lecture Selasa15/01/13 18.3021.00 Lecture Senin21/01/13 17.0019.00 Studentpresentation Senin21/01/13 19.0021.30 Lecture Senin28/01/13 17.0019.00 Studentpresentation Senin28/01/13 19.0021.30 Lecture

PR

3.

PR

PR

5.

6.

Designingthecommunicationmixforservices[CL&JW], Technologyinservices[JF&MF] SupportingFacilityandprocessflows[JF&MF], CasePresentation:Case(C&D)

PR

PR

7. 8.

MIDEXAMS Pricingandrevenuemanagement[CL&JW], Distributingservices[JF&MF] Processimprovement[JF&MF], 9. Designing&ManagingServiceProcesses[CL&JW], BalancingDemand&Capacity[CL&JW], Servicefacilitylocation[JF&MF], 10. PlanningtheServiceEnvironment[CL&JW], ManagingPeopleforServiceAdvantage[CL&JW], Mnagingcapacityanddemand[JF&MF], 11. BESTPRACTICEOFSERVICECOMPANY 12. ManagingRelationshipandBuildingLoyalty[CL&JW], Managingwaitinglines[JF&MF], Servicesupplyrelationship[JF&MF], 13. CustomerFeedbackandServiceRecovery[CL&JW], Globalisationofservices[JF&MF], 14. ImprovingServiceQualityandProductivity[CL&JW], OrganisingforServiceLeadership[CL&JW], Managingserviceprojects[JF&MF], 15. BESTPRACTICEOFSERVICECOMPANY 16 FINALEXAMS

Lecture

Lecture

Casestudybylecturer Lecture

Lecture Lecture

Casestudybylecturer

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AssignmentCaseProblemSolving I.

Caseproblemsolvingisgiventoeachstudent.Studentresponsiblestowriteaservicemarketing reportforaselectedservicecompany.Thereportistypedby10fontarial,singlespace,double spaceforeveryparagraphandmargin(allside2.5cm).Coverpageshouldfollowtheguideline

II. Thestudentshallactasconsultantafortheselectedservicecompany.Togetthebestresultsforthe casesproblemsolving,studentshouldunderstandtherelevanttheoryasbasetowritethereport. Atthedateofthepresentation,eachstudentresponsibletoreviewandcriticthepresentationof otherstudentpresentationandsubmittheirreviewtotheinstructor. PRESENTERS REVIEWERs Studentpresenter1 Student3,4 Studentpresenter2 Student5,6 Studentpresenter3 Student1,6 Studentpresenter4 Student2,5 Studentpresenter5 Student4,1 Studentpresenter6 Student2,3 III. Theoutlineofthecasesproblemsolvingisdividedintofivechaptersasfollows: No 1 Chapter1Introduction(presentationonMonday21/01/13) 1.0.ExecutiveSummary 1.1 Overviewofthecompanyselectedbasedontheimplementationoftheservice marketingmix(7P)variables,suchasexplainabout: a) theproducts/services, b) therangeoftheprices, c) thedistributionchanneland d) thepromotionaltoolsapplied, e) thepeople(thepeoplewhodelivertheservice,etc), f) theprocess(thestandaroperatingproceduretodelivertheservice)and g) thephysicalevidence(thephysicalelementintheservicebusiness) 1.2.Targetmarketservedbythecompany 1.3.Differencesofservicemarketingmixapplication Chapter2BusinessEnvironmentAnalysis(presentationonMonday21/01/13) 2.0.SituationAnalysis 2.1.ExternalEnvironmentAnalysis 2.1.1.Customer(s)Behaviour Segmentmarketservedbythecompany(dimensisegmentasipasar:behavior, geographis,demographic,psychographic,benefits) Buyingbehavior(loyalist,switcher,habitual) 2.1.2.Competitor(s)Behaviour Typeofcompanies/organizationsasrivals Competitivestrategy(basedonproducts/servicesoffered,pricesetting,channel distribution,andorpromotionaltools,serviceexcellence,process(SOP),physical evidence 2.2.InternalEnvironmentAnalysis 2.2.1.FunctionalDivision Finance(hargasaham,return,P/E,income,revenue,dll) Operation(TQm,QA,QC,ProductDesign,facilities/maintenance,dll)

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HRM(experthired,salary,dll) MIS(IT/ISapplication,dll) 2.2.2.ServicePackage: 1. SupportingFacility:Thephysicalresourcesthatmustbeinplacebeforea servicecanbesold.Examplesaregolfcourse,skilift,hospital,airplane. 2. FacilitatingGoods:Thematerialconsumedbythebuyeroritemsprovidedby theconsumer.Examplesarefooditems,legaldocuments,golfclubs,medical history. 3. Information:Operationsdataorinformationthatisprovidedbythecustomerto enableefficientandcustomizedservice.Examplesarepatientmedicalrecords, seatsavailableonaflight,customerpreferences,locationofcustomerto dispatchataxi. 4. ExplicitServices:Benefitsreadilyobservablebythesenses.Theessentialor intrinsicfeatures.Examplesarequalityofmeal,attitudeofthewaiter,ontime departure. 5. ImplicitServices:Psychologicalbenefitsorextrinsicfeatureswhichthe consumermaysenseonlyvaguely.Examplesareprivacyofloanoffice,securityof awelllightedparkinglot. 2.2.3.ServiceDesignElements 1. Structural: Deliverysystem(front&backoffice) Facilitydesign(aesthetics,layout) Location(competition,sitecharacteristics) Capacityplanning(numberofservers) 2. Managerial Serviceencounter(culture,empowerment) Quality(measurement,guarantee) Managingcapacityanddemand(queues) Information(datacollection,resource) Chapter3StrategyFormulation(presentationonMonday28/01/13) 3.0ServiceBusinessStrategy 3.1.MissionsandObjectives 3.2.StructuralMarketsandEnvironmentalAnalysis 3.3.MarketSegmentation,TargetingandPositioning 3.4.TheFormulationofStrategiesusingCompetitiveServiceStrategies: 1. OverallCostLeadership: 1. SeekingOutLowcostCustomers 2. StandardizingaCustomService 3. ReducingthePersonalElementinServiceDelivery(promoteself service) 4. ReducingNetworkCosts(hubandspoke) 5. TakingServiceOperationsOffline 2. Differentiation: 1. MakingtheIntangibleTangible(memorable) 2. CustomizingtheStandardProduct 3. ReducingPerceivedRisk 4. GivingAttentiontoPersonnelTraining 5. ControllingQuality Note:Differentiationinservicemeansbeinguniqueinbrandimage, technologyuse,features,orreputationforcustomerservice. 3. Focus: BuyerGroup:(e.g.USAAinsuranceandmilitaryofficers) ServiceOffered:(e.g.ShouldiceHospitalandherniapatients) GeographicRegion:(e.g.AustinCableVisionandTVwatchers)

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Chapter4StrategyChoice(presentationonMonday28/01/13) 4.0ServiceBusinessStrategy 4.1.CustomerCriteriaforSelectingaServiceProvider(minimalbertanyakepada510 konsumenyangtelahmerasakanmengkonsumsiproduk/jasa): Availability (24hourATM) Convenience (Sitelocation) Dependability (Ontimeperformance) Personalization(Knowcustomersname) Price (Qualitysurrogate) Quality (Perceptionsimportant) Reputation (Wordofmouth) Safety (Customerwellbeing) Speed 4.2.ServicePurchaseDecision(minimalbertanyakepada510konsumenyangtelah merasakanmengkonsumsiproduk/jasa): 1. ServiceQualifier:Tobetakenseriouslyacertainlevelmustbeattainedonthe competitivedimension,asdefinedbyothermarketplayers.Examplesare cleanlinessforafastfoodrestaurantorsafeaircraftforanairline. 2. ServiceWinner:Thecompetitivedimensionusedtomakethefinalchoiceamong competitors.Exampleisprice. 3. ServiceLoser:Failuretodeliveratorabovetheexpectedlevelforacompetitive dimension.Examplesarefailuretorepairauto(dependability),rudetreatment (personalization)orlatedeliveryofpackage(speed). 4.3.NewServiceDevelopmentandProcessDesign 4.3.1.LevelsofServiceInnovation 1.RadicalInnovations MajorInnovation:newservicedrivenbyinformationandcomputerbased technology StartupBusiness:newserviceforexistingmarket NewServicesfortheMarketPresentlyServed:newservicestocustomersof anorganization 2.IncrementalInnovations ServiceLineExtensions:augmentationofexistingserviceline(e.g.newmenu items) ServiceImprovements:changesinfeaturesofcurrentlyofferedservice StyleChanges:modestvisiblechangesinappearances 4.3.2.TechnologyDrivenServiceInnovation Power/energyInternationalflightswithjetaircraft PhysicaldesignEnclosedsportsstadiums MaterialsAstroturf MethodsJITandTQM InformationEcommerceusingtheInternet 4.3.3.ClassificationofServiceAutomation Fixedsequence(F)parkinglotgate Variablesequence(V)ATM Playback(P)answeringmachine Numericalcontrolled(N)animation Intelligent(I)autopilot Expertsystem(E)medicaldiagnosis Totallyautomatedsystem(T)EFT

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4.3.4.AdoptionofNewTechnologyinServices 1. ChallengesofAdoptingNewTechnology TheProcessistheProduct BackOfficevsFrontOfficeChanges NeedforStandardization 2. ManagingtheNewTechnologyAdoptionProcess Tenstepprocesswithconcernforemployeesandcustomers 4.3.4.GenericApproachestoServiceDesign 1. Productionline LimitDiscretionofPersonnel DivisionofLabor SubstituteTechnologyforPeople StandardizetheService 2. CustomerasCoproducer SubstitutionofCustomerLaborforProvider SmoothingServiceDemand 3. CustomerContact DegreeofCustomerContact SeparationofHighandLowContactOperations 4. InformationEmpowerment EmployeeandCustomer 5 4.4.TheServiceEncounterTriad(lihatcatatandibawahhandoutini) Chapter5StrategyControl&Evaluation 5.0Controls 5.1.DefinitionofServiceQuality DescribethefivedimensionsofServiceQuality(TERRA): Tangibles:Physicalfacilitiesandfacilitatinggoods.Example:cleanliness Empathy:Abilitytobeapproachable.Example:beingagoodlistener. Reliability:Performpromisedservicedependablyandaccurately.Example: receivemailatsametimeeachday. Responsiveness:Willingnesstohelpcustomerspromptly.Example:avoid keepingcustomerswaitingfornoapparentreason. Assurance:Abilitytoconveytrustandconfidence.Example:beingpoliteand showingrespectforcustomer. Usetheservicequalitygapmodeltodiagnosequalityproblemsforaservicefirm APPENDICES (foto,figures,tables,statistics,videolink,referencesetc)

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IV.GroupPresentation: Markingcomponents: a. GroupPresenter: i. WrittenReportPresentation[PresentasiLaporanTertulis], ii. VisualPresentation[PresentasiVisual(powerpoint)], iii. OralPresentation[PresentasiOral]. iv. Studentscommandinmasteringthematerials[Penguasaanmaterisecara komprehensif] v. Responsiblestosubmitonecopyofthereporttotheinstructorbeforethe presentationisbegun. b. GroupDiscussant: i. Questionsdeliveredtogrouppresenter[Pertanyaanpertanyaanyangdiajukan (wajibbacateorisebelumnya)]. Notes: Therangeofthemarkingsystemsisfollows: Excellent :90100 [A] VeryGood :8089 [B+] Good :7079 [B] Satisfactory :6069 [C] Poor :5059 [D] AcademicDishonesty Theinstitutionappreciatesallstudentstoavoidanacademicdishonestysuchasplagiarism(claiming someoneelsesthought/views/works/pictureetcastheirs)andcheating.Theinstitutionhasno toleranceforactsofacademicdishonesty.StudentswhoviolateUniversityrulesonacademicdishonesty aresubjecttodisciplinarypenalties,includingthepossibilityoffailureinthecourse.

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Coverpage

TUGASSERVICEMARKETING DOSENPOPYRUFAIDAH,SE,MBA,Ph.D NAMAPERUSAHAANJASA:___________________

(FOTOANDA) Nama: NPM: Email: No.Hp. Rencanajudulthesis:

NILAIDARIDOSEN 1 2 3 Kualitasisitulisanlaporan: Kemampuanpenguasaanmateripresentasi: VisualPresentation(powerpoint&video)

1 2 3

MASUKANDARIPEMBAHAS1(MAHASISWA):_______________ Kualitasisitulisanlaporan: Kemampuanpenguasaanmateripresentasi: VisualPresentation(powerpoint&video)

1 2 3

MASUKANDARIPEMBAHAS2(MAHASISWA):_______________ Kualitasisitulisanlaporan: Kemampuanpenguasaanmateripresentasi: VisualPresentation(powerpoint&video)

LOGO UNIVERSITASMARANATHA PROGRAMMAGISTERMANAJEMEN TANGGALPRESENTASI

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Notes: TheServiceEncounterTriad:` Explaintheserviceencountertriadatthecompanyororganisation

Service Organization

Efficiency versus autonomy

Perceived Control

Efficiency versus satisfaction

Contact Personnel
ServiceEncounterSuccessFactors Customer Human

Customer

ServiceProvider Human Employeeselection InterpersonalSkill SupportTechnology EngenderTrust Easytoaccess FastResponse Verification RemoteMonitoring Machine Userfriendly Verification Security EasytoAccess Compatibility Tracking Verification Security

Machine

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