Transcript MP WZ 11 – Design & Mengelola Jasa
DESIGN & MENGELOLA JASA
M WELLY NAILIS, SE MM [email protected]
11-1
Every business is a service business. Does your service put a smile on the customer’s face?
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ServQual Management
Urgensi Kualitas Jasa
SURVIVE “Bagaimana konsumen menetukan pilihan produk yang akan dibelinya?” [email protected]
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Who is our customer ?
Profit / Benefit = Value – Cost UNIVERSITAS SRIWIJAYA 4
Categories of Service Mix
Pure tangible good Tangible good with accompanying services Hybrid Major service with accompanying minor goods and services Pure service UNIVERSITAS SRIWIJAYA 5
3 Additional P’s
PEOPLE PRODUCT PRICE PROCESS PLACE 4P’s PRO MOTION PHYSICAL EVIDENCE
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Service Model
Profits [email protected]
Service Quality Customer Loyalty
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Customer Satisfaction
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The Service Experience
Performance Standards
National Westminster Bank
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$5 for a poor greeting
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$50 for a non-response on a loan by 5 p.m. the next day Stew Leonard’s Store Norwich, CT 1. The customer is always right.
2. If the customer is ever wrong, reread rule one.
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The Service Experience
Performance Standards L.L. Bean
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The customer is the most important aspect of business and the focus of the company
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The customer is not dependent on us
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Interactions should profit both the customer and the company
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The customer is not someone to argue with [email protected]
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The Service Experience
Get Management Close to Customers
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ServQual Management
Profit / Benefit = Value – Cost
Value yang diberikan pelanggan diukur berdasarkan keandalan (reliability), ketahanan (durability) dan kinerja (performance) terhadap bentuk fisik, pelayanan karyawan perusahaan, dan citra produk/jasa. Cost yang dikelurkan pelanggan diukur berdasarkan jumlah uang, waktu dan energi, dan biaya psikologis produk/jasa.
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Quality ?
Menurut
America Society for Quality Control
, kualitas adalah keseluruhan ciri-ciri dan karakteristik dari suatu produk/jasa dalam hal kemampuannya untuk memenuhi kebutuhan-kebutuhan yang telah ditentukan atau bersifat laten
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SERVQUAL (Service Quality)
Dikembangkan oleh Parasuraman, Zeithaml, dan Berry dalam serangkaian penelitian mereka dalam 6 sektor jasa: Reparasi, Peralatan Rumah Tangga, Kartu Kredit, Asuransi, Sambungan Telpon Jarak Jauh, Perbankan Ritel, dan Pialang Sekuritas.
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SERVQUAL (Service Quality)
SERVQUAL dibangun atas perbandingan dua faktor utama yaitu persepsi pelanggan atas layanan yang nyata mereka terima
(perceived service)
dengan layanan yang sesungguhnya diharapkan/diinginkan
(expeced service).
Service quality dapat didefinisikan sebagai seberapa jauh perbedaan antara kenyataan dan harapan atas layanan yang mereka terima/peroleh
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Customer Satisfaction
Expected service > performance = unsatisfied customer Expected service = performance = ok Expected service < performance = satisfied customer
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Managing Expectations
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Customer Satisfaction
1 in 4 unhappy customers switch
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Customer Satisfaction
Unhappy customers tell 20 people Happy customers tell 4 people
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Customer Satisfaction
It is easier and five times cheaper to keep a customer than to gain a new one
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Customer Satisfaction
Benefits of Customer Satisfaction
Positive word-of-mouth Customers purchase frequently Insulation from price competition Attract better employees [email protected]
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Customer Satisfaction Common Mistakes Customer service as cost rather than an investment Failure to link customer satisfaction to the bottom lines [email protected]
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Dimensi Kualitas Pelayanan (SERVQUAL)
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Service Quality
Bukti Fisik yaitu kemampuan suatu perusahaan dalam menunjukan eksistensinya kepada pihak eksternal. Yang meliputi fasilitas fisik (gedung, mesin dll), perlengkapan dan peralatan yang dipergunakan (teknologi), serta penampilan pegawainya
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Service Quality
Keandalan yaitu kemampuan perusahaan untuk memberikan pelayanan sesuai yang dijanjikan secara akurat dan terpercaya [email protected]
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Service Quality
Ketanggapan yaitu kemampuan untuk membantu dan memberikan pelayanan yang cepat (responsif) dan tepat kepada pelanggan, dengan penyampaian informasi yang jelas.
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Service Quality
Jaminan dan kepastian yaitu pengetahuan, kesopansantunan, dan kemampuan pegawai menumbuhkan rasa percaya para pelanggan kepada perusahaan. Terdiri dari beberapa komponen antara lain komunikasi (communication), kredibilitas (credibility), keamanan (security), kompetensi (competence), dan sopan santun (countesy).
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Service Quality
Empathy, yaitu memberikan perhatian yang tulus dan bersifat individu atau pribadi yang diberikan kepada para pelanggan dengan berupaya memahami keinginan konsumen.
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Service Quality
The value of a loyal customer The longer we keep a customer, the more we make
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Service Quality
Gaining a new customer requires
Advertising Promotions
But new customers often have little loyalty
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Customer Strategies
Remember Customers
Send greeting cards, etc.
Communicate firm’s genuine care for their well-being [email protected]
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Customer Strategies
Maintain Perspective
Maintain a customer-oriented frame of mind Use mission to reinforce firm’s priorities to employees [email protected]
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Customer Strategies
Build Trusting Relationships
Protect confidential information Tell the truth, always Provide customers with full information [email protected]
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Customer Strategies
Monitor Service Delivery Process
Proactively seek customer feedback
Proper Training and Installation
Train customer to use what they have purchased [email protected]
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Customer Strategies
Be There
Don’t hide when a customer returns a product The personal touch [email protected]
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Customer Strategies
Offer Service Guarantees
Reinforce customer loyalty Build market share Force improved delivery system Performance standards [email protected]
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Komunikasi dari mulut ke mulut
Gambar 1. Model Kualitas Jasa (Gap Model)
Kebutuhan personal Pengalaman masa lalu Gap5 Jasa yang diharapkan Jasa yang dirasakan Manajemen ( Penyedia pelayanan) Gap 1 Gap 3 Penyampaian jasa Komunikasi ekternal Penjabaran jasa Gap 4 Gap 2 Persepsi manajemen Ket: = kesenjangan yang diukur dalam penelitian Sumber: Zeithaml, Valerie, Parasuraman, L. Bery (1990) “
Delivering Quality Service balancing customer Perception and Expectation
”, New York Press, p. 46
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Y = Kepentingan
Y 0
Grafik Diagram Cartesius Kuadran A Kuadran C X Kuadran B Kuadran D
X = Kepuasan
Sumber : Husein Umar, 2000 : Riset Pemasaran dan Perilaku Konsumen [email protected]
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Dissatisfaction Alternative Acts
Dissatisfaction occurs
UNIVERSITAS SRIWIJAYA Seek redress directly From business firms Take legal action to Obtain redress Devide to stop buying Product or brand or Boyscott seller Complain to business Private,or government agencies Warn friends about the product and/or seller 38