Perkuliahan Asinkronus: Mengembangkan Produk Jasa

Summary

In this asynchronous lecture on service marketing, the instructor introduces the concept of service product components, emphasizing the integration of physical and non-physical service elements to create value for customers. The lecture covers core service and supplementary services, explaining how each contributes to customer satisfaction. Supplementary services are further categorized into facilitating and enhancing services, with examples like information, payment options, and consultation. The 'Flower of Service' model is introduced to visually represent these components. Students are tasked with creating a service product map for any industry, using the Flower of Service as a framework.

Takeaways

• 😀 Service products combine both physical and non-physical elements to create value for customers.
• 😀 The core principle of marketing is to create value for customers by solving their problems or fulfilling their needs.
• 😀 Physical services are tangible and can be directly experienced, like food at a restaurant or staying at a hotel.
• 😀 Non-physical services include elements like cleanliness, friendliness, and comfort, which enhance the customer experience.
• 😀 Core service refers to the main service that customers expect and purchase (e.g., accommodation in a hotel).
• 😀 Supplementary services add value to the core service, with two categories: facilitating and enhancing.
• 😀 Facilitating services make the core service easier to access or use, such as information, reservations, and payment methods.
• 😀 Enhancing services differentiate providers from competitors, like consultation, security, and personalized requests.
• 😀 The 'Flower of Service' model illustrates the relationship between the core service and its supplementary services.
• 😀 The task for students is to create a 'Flower of Service' diagram, identifying core and supplementary services for an industry of their choice.
• 😀 The assignment is due by Monday, April 7, 2024, and must be submitted as a PDF on Google Drive, with strict rules against plagiarism and AI assistance.

Q & A

What is the main focus of this lesson in the marketing management course?

The main focus of the lesson is the development of service products and brands, specifically understanding the components of service products and how they create value for customers.

What are the two key components of a service product?

The two key components of a service product are physical elements and non-physical elements, which combine to create value for the customer.

What is the difference between physical and non-physical services?

Physical services refer to tangible or observable elements that customers can experience directly, such as food in a restaurant or accommodation in a hotel. Non-physical services, on the other hand, refer to intangible aspects that contribute to customer comfort, such as cleanliness or the friendliness of staff.

What are the two types of services that complement the core service?

The two types of complementary services are facilitating services, which help customers use the core service, and enhancing services, which add value and differentiation to the core service.

Can you provide examples of facilitating services?

Examples of facilitating services include information provided to customers (e.g., service hours, pricing), order reception (e.g., reservations or check-ins), billing, and payment methods.

What are enhancing services and why are they important?

Enhancing services are additional offerings that differentiate a service provider from competitors. They are important because they can influence customer choices and create a unique experience, such as consultations, hospitality, security, and special requests.

What is the Flower of Service model, and how does it relate to this lesson?

The Flower of Service model visually represents how a core service is supported by complementary services, with the core service at the center and various 'petals' surrounding it. This model is used to show how services, like restaurants or hotels, incorporate both core and complementary services to enhance customer satisfaction.

What might be included in the 'petals' of the Flower of Service for a hotel?

For a hotel, the 'petals' might include information (e.g., room rates), consultation (e.g., special requests or booking assistance), security (e.g., safe deposit boxes), hospitality (e.g., welcome drinks), and payment methods (e.g., cash, credit, or online payment options).

How can complementary services become a point of differentiation for service providers?

Complementary services become a point of differentiation when they add unique value that competitors do not offer, such as personalized consultations, specific accommodations (e.g., dietary needs, prayer spaces), or superior customer care, making the service provider stand out in a competitive market.

What is the final assignment for this lesson, and what is expected from the students?

The final assignment requires students to create a Flower of Service diagram for a service industry of their choice. They need to identify the core service and its complementary services, using the Flower of Service model. The assignment must be submitted as a PDF to a shared Google Drive by the specified deadline.