Konsep Dasar Pemasaran Jasa

Summary

This video discusses the fundamental concepts of service marketing, focusing on the definition of services and their types, such as personal, financial, entertainment, and hotel services. It also highlights the key characteristics of service marketing, including intangibility, inseparability, variability, and perishability. Strategies for effective service marketing are outlined, emphasizing efficient service, employee roles, technological advancements, and adapting to cultural trends. A practical example of an online goods delivery service illustrates the use of digital marketing to expand reach and grow a business. The session aims to provide valuable insights into the essentials of service marketing.

Takeaways

• 😀 Services are intangible actions or activities that do not result in ownership and are provided by one party to another.
• 😀 Service marketing involves offering products that cannot be physically touched or seen, but can be experienced and provide benefits to consumers.
• 😀 There are four main types of services: personal services (e.g., beauty salons), financial services (e.g., banking, insurance), entertainment services (e.g., sports, cinemas), and hotel services (e.g., tourism, lodging).
• 😀 Examples of service sectors include housing, library services, healthcare, business services, education, insurance, transportation, and communication.
• 😀 The four characteristics of services are: intangibility (cannot be seen or touched), inseparability (cannot be separated from the provider), variability (quality can vary), and perishability (cannot be stored for later use).
• 😀 Service marketing is crucial for building a connection with consumers from advertising to billing, creating an overall customer experience.
• 😀 Providing efficient service delivery through quick and accurate responses can increase customer satisfaction and encourage repeat business.
• 😀 Employees play a significant role in shaping the brand image through their interactions with customers, making their performance critical in service marketing.
• 😀 Technological advancements and innovation can enhance the speed and quality of service delivery, benefiting both the service provider and the consumer.
• 😀 Adapting to cultural trends and societal changes is essential for targeting and understanding market opportunities in service industries.
• 😀 Online service marketing, such as promoting services via social media platforms (e.g., Facebook, Instagram), helps businesses reach a broader audience and expand their customer base.

Q & A

What is the definition of 'services' according to the transcript?

Services are defined as actions or activities offered by one party to another that are intangible and do not result in ownership of anything.

How does Payne define services?

Payne defines services as economic activities that have intangible elements, yet are interconnected and involve interactions with consumers.

What are the four types of services according to Converse?

The four types of services are: 1) Personal Service (e.g., haircuts, beauty salons), 2) Financial Services (e.g., banking, insurance), 3) Entertainment Services (e.g., sports, theaters), and 4) Hotel Services (e.g., hotels, travel agencies).

Can you provide examples of services needed by people?

Examples of services include housing, library services, household businesses, recreational services, personal care, medical and health services, business and professional services, private education and courses, insurance and financial services, transportation, and communication services.

What is the definition of service marketing?

Service marketing is the process where producers and distributors offer a product to consumers that cannot be physically touched, heard, or seen, but can provide value and benefits.

What are the four characteristics of service marketing?

The four characteristics are: 1) Intangibility - services cannot be perceived by the senses before purchase. 2) Inseparability - services are delivered simultaneously with the provider. 3) Variability - services vary based on the provider and context. 4) Perishability - services cannot be stored for future use.

What is the significance of employee performance in service marketing?

Employee performance is crucial because the quality of service provided by employees influences customer satisfaction and retention, and ultimately affects the company's image.

How does technology impact service marketing?

Technology enhances the speed and efficiency of service delivery, enabling faster and more accurate service to customers, which can improve customer satisfaction and loyalty.

Why is cultural adaptation important in service marketing?

Cultural adaptation is important because the evolving culture influences customer preferences and expectations, which impacts the demand for services.

What is an example of a service marketing strategy in the logistics sector?

An example is the growing trend of online sales and the corresponding increase in delivery services, where businesses can market their services through social media platforms like Facebook, Instagram, and Twitter, using targeted promotions to reach a wider audience.