Transcript Core & Supplementary Services
PRASETIYA MULYA
business school
Determine what actions and reactions customers expect the firm to provide
Group these activities into CORE and SUPPLEMENTARY service elements
Evaluate how well the organization is performing on each one, if, indeed, management even responds to each of the customer’s requirements
Redesign existing service “package” for each market target, to meet their expectation for performance and value (within price and profit constraints)
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 01
PRASETIYA MULYA
business school
Shostack’s Molecular Model : Passenger Airline Service
Intangible elements Tangible elements Vehicle Service Frequency Pre & Post Flight Service Transport Food & Drink In flight Service
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 02
business school
The Flower of Service
Core Product surrounded by clusters of Supplementary Services
Information Consultation Payment Billing Exceptions
CORE
Order Taking Hospitality Care-taking
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 03
PRASETIYA MULYA
business school
Information
What product will best meet their needs Where to get it - and direction to get there How to place order Business hours, price, usage instructions Sales conditions (include law and regulations)
Through :
Employees (who are not always as knowledgeable) Printed notices, brochures, instruction books Videotapes, touch-screen video displays, software-driven tutorials
Consultation
Advice Auditing Personal Counseling Tutoring/Training in product usage Management or Technical Consultancy
Through :
One-on-One Tutorials Group training
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 04
PRASETIYA MULYA
business school
Order Taking
Applications
- Membership in clubs or programs - Subscription service (e.g. utilities)
- Prerequisite-based service (e.g. credit, college enrollment)
Order Entry
- On-site fulfillment - Mail/telephone order for subsequent fulfillment
Reservations
- Seats - Tables - Rooms - Rentals of vehicles or other equipment - Professional appointments - Admissions to restricted facilities (e.g. exhibitions)
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 05
PRASETIYA MULYA
business school
Hospitality :
Taking Care of the Customer
Greeting Food and beverages Toilets and washrooms Bathroom kits Waiting facilities and amenities - Lounges, waiting areas, seating
- Weather protection - Magazines, entertainment, newspapers
Transportation Security
Safekeeping :
Looking After the Customer’s Possessions
Caring for possessions customers bring with them - Child care
- Pet care - Coat room - Baggage handling - Parking facilities - Valet parking - Storage space - Safety deposit/security
Caring for goods purchased (or rented) by customers
- Packaging - Pick up - Transportation - Delivery - Installation - Inspection and diagnosis - Cleaning - Refueling - Preventive maintenance - Repairs and renovation - Upgrade
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 06
PRASETIYA MULYA
business school
Exception :
Special Requests in advance of Service Delivery
Children’s needs - Dietary requirements - Medical or disability needs - Religious observance - Deviation from standard operating procedures
Handling Special Communications
- Complaints - Compliments - Suggestions
Problem Solving
- Warranties and guarantees against product malfunction - Resolving difficulties that arise from using the product - Resolving difficulties caused by accidents, service failures, and problems with staff or other customers - Assisting customers who have suffered an accident or medical emergency
Restitution
- Refunds - Compensation in kind for unsatisfactory goods and services - Free repair of defective goods
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 07
PRASETIYA MULYA
business school
Billing : Payment :
Self Service - Exact change in machine
- Cash in machine with change returned - Insert prepayment card - Insert credit/charge/debit card - Insert token - Electronic funds transfer - Mail a check
Periodic statements of account activity Invoices for individual transactions Verbal statements of amount due Machine display of amount due Self-billing (computed by customer)
Direct to Payee or intermediary - Cash handling and change giving
- Check handling - Credit/charge/debit card handling - Coupon redemption - Tokens, vouchers, etc.
Automatic deduction from financial deposits (e.g. bank charges Control and verification - Automated systems (e.g. machine readable tickets operate entry gate) - Personal systems (e.g. gate controllers, ticket inspectors)
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 08
PRASETIYA MULYA
business school
OUTSOURCING SUPPLEMENTARY SERVICE :
Alternative Strategy
Jack-of-all Trades does everything Selective outsourcing Outsource all but core competence
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 09
PRASETIYA MULYA
business school Information Credit CORE Consulting Order Entry Help-line Transport Food Service
Pemasaran Layanan/Services Marketing-C.Lovelock-Ch. 8/RP - 10