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BAB 2

Karakteristik
Jasa
Pemasaran
Perhotelan dan
Kepariwisataan

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
“Manajer jangan mengontrol kualitas produk jika
produk itu adalah jasa…kualitas jasa berada dalam
situasi sulit---ia berada di tempat pemberi jasa yang
“memproduksi” dan menyerahkannya”

-Karl Albrecht

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Tujuan BAB
•  Menggambarkan suatu budaya jasa

•  Mengenal empat karakteristik yang


mempengaruhi pemasaran produk
kepariwisataan atau produk perjalanan

•  Menjelaskan strategi pemasaran yang dapat


digunakan dalam industri kepariwisataan dan
perjalanan
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Budaya jasa
•  Budaya jasa berfokus pada pelayanan
dan kepuasan pelanggan

•  Memberi kuasa kepada karyawan untuk


menyelesaikan masalah pelanggan

•  Majority of many countries’ GDP is


service based
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Karakteristik Pemasaran
Jasa

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Strategi Manajemen Untuk
Bisnis Jasa
•  Perusahaan jasa harus meningkatkan
persaingan,kualitas jasa dan
produktivitas

–  Meningkatkan persaingan dan biaya

–  Menurunnya produktivitas dan kualitas

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Rantai Jasa Laba
Lima Pertalian :
•  Laba dan Pertumbuhan jasa yang sehat

•  Pelanggan yang puas dan Setia

•  Nilai jasa yang lebih besar

•  Karyawan jasa yang puas dan produktif

•  Kualitas jasa internal

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Tiga Tipe Pemasaran dalam
Industri Jasa

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Pemasaran Internal dan
Interaktif
•  Pemasaran Internal berarti
perusahaan jasa harus secara efektif
melatih dan memotivasi karyawannya
yang berkontrak dengan pelanggan

•  Pemasaran Interaktif berarti kualitas


jasa yang dirasakan sangat
bergantung pada kualitas interaksi
pembeli – penjual selama transaksi
jasa
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Mengelola Pembedaan

•  Solusi dari persaingan harga

•  Pembedaan melalui orang,lingkungan


fisik dan proses

•  Pembedaan melalui brand atau merek

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Mengelola kualitas jasa

•  Melampaui kualitas yang diharapkan


pelanggan

•  Harapan-harapan itu didasarkan pada


pengalaman pelanggan terdahulu,
cerita dari mulut ke mulut dan iklan
layanan perusahaan
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Common Virtues berdasarkan
kualitas pelayanan
1.  “Terobsesi terhadap pelanggan”

2.  Memiliki sejarah komitmen manajemen


puncak terhadap kualitas

3.  Menempatkan strandar kualitas di tempat


yang tinggi

4.  Mengawasi kinerja layanan

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Produk mudah terlihat
•  Menyediakan “bukti” dari pelayanan

–  Materi Promosi

–  Penampilan karyawan

–  Lingkungan fisik

–  Why is Trade Dress Protection important?


©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Mengelola Lingkungan Fisik
•  Bukti fisik yang tidak dikelola secara
memadai dapat merugikan bisnis

•  Lingkungan fisik harus didisain supaya


dapat menguatkan posisi produk dalam
benak pelanggan

•  Citra Organisasi adalah cara pelanggan


memandang organisasi Anda
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Stress Advantages of
Nonownership
•  The customer does not have ownership
of service product

•  Stress as a benefit
–  Rather than own and staff corporate
lodging, negotiate a rate with a hotel and
pay for only what you use

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Mengelola Karyawan
Sebagai Bagian dari Produk
•  Employees are critical

•  Melatih dan memotivasi karyawan agar


memberikan layanan yang baik kepada
pelanggan yang disebut pemasaran internal

•  A point-of-encounter is any point at which


the employee encounters the customer
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Mengelola Risiko yang
terpikirkan
•  Kekhawatiran pelanggan karena tidak
dapat mencoba produk sebelumnya

•  Menawarkan kegiatan pengenalan hotel


atau restoran dalam situasi yang
beresiko rendah

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Mengelola Kapasitas dan
Permintaan
•  Due to perishability, managers must
maximize service capacity and quality
during times of high and low demand

•  Keluhan pelanggan meningkat 80% dari


kapasitas

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Mengelola Konsistensi
•  Tidak ada Keterkejutan!
•  Not only should services be provided
correctly, but they should be done the
same way every time
•  Beware fluctuating demand and
unintentional company policies that
may affect consistency

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Managing the Customer
Relationship – CRM
•  Combines marketing, business strategy and
information technology to better understand
the customers

•  Develop unique, lasting relationships with


customers

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Service Failure

•  Problems will inevitably occur

•  Keep the customer informed

•  Provide service recovery options

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Tinjauan Karakteristik Jasa : Model
Servuction

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Interaksi Antara Pelanggan A
dan Pelanggan B
•  Kontak dengan pelanggan bisa positive
atau negatif

•  Dalam beberapa kasus dapat mengatur


interaksi antar pelanggan

•  Pelanggan bisa membuat dampak


khusus bagi semua palanggan
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Petugas Kontak
•  Petugas kontak akan memberi dampak
langsung pada kepuasan pelanggan
•  Characteristic of inseparability of
customer and employee during service
delivery system

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Organisasi dan Sistem yang
Tidak Tampak
A service organization management must
decide what they want the guest to see
and what they want to keep out of the
guest’s vision

©2006 Pearson Education, Inc. Marketing for


Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens