YUYUS SURYANA SUDARMA

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Inge Santoso
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1 Challenges for managers (low labor intensity) : Capital Decisions Technological Advance Managing demand to avoid peaks and to promote peaks Scheduling service delivery Challenges for managers (low interaction/low : Marketing Making service warm Attentions to physical surroundings Managing fairly rigid hierarchy with need for standard operating procedures Service Factory (low labor/ low interaction and low Service service (high labor/ low interaction and low Service Shop (low labor/ high interaction and high Profesional Service (high labor/ high interaction and high Challenges for managers (high interaction/high : Fighting Cost Increases Maintaining Quality Reaching to consumer intervention in process Managing advancement of people delivering service Managing flat hierarchy with loose subordinate superior relationship Gaining employee loyally Challenges for managers (high labor intensity) : Hiring Training Methods development and control Employees Welfare Scheduling workforce Control of far-flung geographical locations Startup of new units Managing growth 1

2 Degree of interaction and customization Low High ntensity of labor I Degree Low High Service Factory : Airlines Truckingg Hotels Resorts and Recreation Service Service : Airlines Trucking Hotels Resorts and Recreation Service Shop : Hospitals Auto repair Other repair services Profesional service : Hospitals Auto repair Other repair services 2

3 Dari Bab Serqual Konsep Desain Kualitas Dalam Bisnis Jasa Service elements CF Human Operation Finance Resource Perspective Marketing Content TERRA TERRA TERRA TERRA Process TERRA TERRA TERRA TERRA Structure TERRA TERRA TERRA TERRA Outcome TERRA TERRA TERRA TERRA Service 3

4 Dari Bab Service Strategy PERAN STRATEGI INFORMASI DALAM JASA PENGGUNAAN YANG KOMPETITIF DARI INFORMASI Online (real time) Offline (analisis) FOK KUS STRA ATEGI Eksternal (Pelanggan) Internal (Operasional) Penciptaan Hambatan Masuk : Sistem Reservasi Klub Pengguna Switching Biaya Penciptaan Revenue : Yield Management Titik Penjualan Expert System Aset Database : Informasi Penjualan Pengembangan Jasa Micromarketing Peningkatan Produktivitas : Status Persediaan Data Envelopment Analysis 4

5 Dari Bab Service Strategy 6. EKSPLOITASI VIRTUAL VALUE CHAIN Inbound Production Outbond Marketing Sales Physical Value Chain Logistic Processes Logistic Ghater Organize Sl Select Synthesis Distribute New Markets New Markets Virtual Value Chain Perusahaan menciptakan pasar baru dan hubungan baru dengan pasar yang sudah ada dengan menerapkan 5 langkah tambahan nilai generis dari dunia informasi untuk masing-masing aktivitas dalam rantai nilai virtual 5

6 Dari Sporting Fasility Perilaku dalam Servicescapes Environtmental Dimensions Holistic Environtmental Moderators Internal s Behaviour Ambient Condition i : Temperatur Air Quality Noise Music Odor Etc. Space/function : Layout Equipment Furnishings Etc. Signs, Symbols, & Artefaks : Signage Personal Artifacts Style of décor Etc. Perceived Servicescape Employee Moderators Customers Moderators Cognitive Beliefs Categorizations Symbolic Meaning Emotional Mood Attitude Employee Customers Physicological Pain Comfort Movement Phhysical fit Cognitive Emotional Physicological Beliefs Mood Pain Categorizations Attitude Comfort Symbolic Meaning Movement Phhysical fit Approach : Affiliation Exploration Stay Longer Commitment Carry out plan avoid (opposites of approach) Social interactions between and among customers and employees Approach : Attraction Stay / Explore Spend money Return Carry out plan avoid (opposites of approach) (Sumber : Mary Jo Bitner, Servicescapes : The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing. 56, April 1992, p.60) 6

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