Kode matakuliah : EKMA4568 SKS : 3

Pemasaran Jasa

Efek Ekonomi Jasa Efek Finansial Jasa

(Buku materi pokok: Pemasaran Jasa, Rambat Lupiyoadi)

Tutor: Wahyudi Wibowo, S.T., M.M.

Hubungan Layanan Jasa dengan Tingkat Keuntungan

Service

Profits

Offensive Marketing Effects of Service on Profits

Profits Service
Market share

Reputation Price premium

Sales

Defensive Marketing Effects of Service on Profit

Lower costs Volume of purchases Price premium Word of mouth

Margins

Service

Customer retention

Profits

Perceptions of Service, Behavioral Intentions, and Profits

Lower costs Volume of purchases Price premium Word of mouth

Margins

Customer Retention

Service

Behavioral Intentions

Profits

Sales

The Key Drivers of Service Quality, Customer Retention, and Profits

Service Service Attributes Encounters
Service encounter

Service encounter Service Quality Service encounter Behavioral Intentions Customer Retention

Profits

Service encounter

Balanced Scorecard
Financial Measures
Price Premium Volume increases Value of customer referrals Value of cross sales Long-term value of customer

Customer Perspective
Service perceptions Service expectations Perceived value Behavioral intentions: % Loyalty % Intent to Switch # Customer Referrals # Cross Sales # of Defections

Operational Perspective

Innovation and Learning Perspective

Number of new products Return on innovation Employee skills Time to market Time spent talking to customers

Right first time (% hits) Right on time (% hits) Responsiveness (% on time) Transaction time (hours, days) Throughput time Reduction in waste Process quality

Service Quality
Lower costs

Defensive Marketing

Volume of purchases Price premium

Margins

Service

Customer Retention

Word of mouth

Profits

Market share

Offensive Marketing

Sales
Reputation Price premium

Manajemen SDM