Extractive
sector
Business
services
Customer
Infrastructure
Trade
services
services
Public Social/personal
administration services
Manufacturing
sector
Definisi-Definisi Service
90
Proportation of total employement
80
70
60
Service
50
40
Manufa
30 cturing
20 Agricult
10 ure
0
1850
1870
1890
1910
1930
1950
1970
1990
Year
The Four Realms of an Experience
Customer Participation
Passive Active
Entrepreneurial Innovation
Capitalizing on Social Trends
Management Challenges
The Nature of Services
The Service Process Matrix
Education Banking
Intangible actions Broadcasting Legal services
Information services Accounting
Theaters Securities
Museums Insurance
Strategic Service Classification
(Relationship with Customers)
Type of Relationship between Service Organization and Its Customers
Nature of
Service Delivery “Membership” relationship No formal relationship
Insurance Radio station
Telephone subscription Police protection
Continuous delivery College enrollment Lighthouse
of service Banking Public Highway
American Automobile association
Control Monitor
Service package
Supporting facility
Communicate Facilitating goods Basis of
by advertising Explicit services selection
Implicit services
Service Quality
Moments of Truth
Customer
Expected service
GAP 5
Perceived service
Recovery:
Expedite
Labor and materials
Service Process Control
Customer
input Service
concept
Service Customer
Resources output
process
Identify reason
for
nonconformance
Customer Satisfaction
Public Action
Private Action
Stop buying the product or
boycott the seller
No Action Warn friends about the product
and /or seller
Customer Feedback and Word-
of-Mouth
The average business only hears from 4% of their customers who are
dissatisfied with their products or services. Of the 96% who do not bother
to complain, 25% of them have serious problems.
The 4% complainers are more likely to stay with the supplier than are the
96% non-complainers.
A customer who has had a problem resolved by a company will tell about
5 people about their situation.
Number of People Told Based
on Level of Dissatisfaction
average number of people told
30
25
20
15
10
5
0
Slight Annoyed Very Ext Abs
diss annoyed annoyed furious
Action Taken Based on Level of
Dissatisfaction
100
Tell friends
80 Complain
60 Make a fuses
Defect
Missing in action Detractors
Defected; Defected;
non-complaining vocally critical
not easy
don’t complain complain
Structural:
Delivery system (front & back office)
Facility design (aesthetics, layout)
Location (competition, site characteristics)
Capacity planning (number of servers)
Managerial
Service encounter (culture, empowerment)
Quality (measurement, guarantee)
Managing capacity and demand (queues)
Information (data collection, resource)
Competitive Environment of
Services
Service
Organization
Efficiency Efficiency
versus versus
autonomy satisfaction
Contact
Customer
Personnel Perceived
control
Definitions of Culture
Culture
ServiceMaster (Service to the Master)
Disney (Choice of language)
Empowerment
Invest in people
Use IT to enable personnel
Recruitment and training critical
Pay for performance
Organizational Control
Beliefs To Core values Identify core
Systems contribute & mission values
Selection
1. Abstract Questioning
2. Situational Vignette
3. Role Playing
Training
Unrealistic customer expectations
Unexpected service failure
Difficult Interactions with
Customers
Unrealistic customer expectations Unexpected service failure
1. Unreasonable demands 1. Unavailable service
2. Demands against policies 2. Slow performance
3. Unacceptable treatment of 3. Unacceptable service
employees
4. Drunkenness
5. Breaking of societal norms
6. Special-needs customers