Professional Documents
Culture Documents
KELOMPOK 2
Febry Choirunnisa
Irma Wulandriani Sigalingging
Muhammad Dhafin Almas Sumedi
We make people fly
PROFIL
PERUSAHAAN
BISNIS MODEL
DIDIRIKAN Low Cost Carrier
BEROPERASI
19 Oktober 1999 30 Juni 2000
MARKET SHARE
Source
PROBLEM
SETTING PRODUCT STRATEGY
CHAPTER 13
PRODUCT & SERVICE
PRODUCT SERVICE
Anything that we can A special form of product
offer to a market for which consists of activities,
attention, acquisition, benefits or satisfactions
use or consumption offered for sale that are
that could satisfy a intangible and do not result
need or want. in the ownership of anything.
DIFFERENTIATION
PRODUCT SERVICE
Form Ordering Ease
Features
Delivery
Performance Quality
Conformance Quality Installation
core benefit
2
expected product
4 potential
product
1 3 5
product
CORE BENEFIT
BASIC PRODUCT
CORE BENEFIT
EXPECTED PRODUCT
BASIC PRODUCT
CORE BENEFIT
AUGMENTED PRODUCT
EXPECTED PRODUCT
BASIC PRODUCT
CORE BENEFIT
POTENTIAL PRODUCT
AUGMENTED PRODUCT
EXPECTED PRODUCT
BASIC PRODUCT
CORE BENEFIT
PRODUCT CLASSIFICATION
DURABILITY AND
TANGIBILITY Services
CONSUMER
PRODUCT GOODS Specialty goods
CLASSIFICATION
INDUSTRIAL
GOODS
CLASSIFICATION
DESIGN
Bintang LEO
source :http://8l8.blogspot.co.id/2008/07/sejarah-lion-air.html
CO-BRANDING
Hybrid
Major Service with Accompanying
Minor Goods And Services
Pure Service
DISTINCTIVE CHARACTERISTIC OF SERVICE
INTANGIBILITY
VARIABILITY
INSEPARABILITY
PERISHABILITY
DISTINCTIVE CHARACTERISTIC OF SERVICE
Intangibility
Services cannot be seen, tasted felt, heard, or smelled before they are brought.
COMMUNICATION
PLACE
MATERIAL
PEOPLE SYMBOL
EQUIPMENT PRICE
DISTINCTIVE CHARACTERISTIC OF SERVICE
Inseparability
Standardize
Invest in good the Service-
Monitor
Hiring and Performance
Customer
Training Process
Satisfaction
Procedures throughout the
Organization
DISTINCTIVE CHARACTERISTIC OF SERVICE
Perishability
SIDE OF
DEMAND SUPPLY
§ Differential Pricing § Part-time Employees
§ Nonpeak Demand § Peak-time Efficiency Routines
§ Complemetary Services § Increased Consumer
§ Reservation Systems Participation
§ Shared Services
§ Facilities for Future Expansion
NEW SERVICE REALITY
Customer Empowerment
Customer Coproduction
Marketing
Excellence
Technology
And
Service
Delivery
Best
Practices
of Top
Service
Differentiat
ing
Services
ACHIEVING EXCELLENCE IN SERVICE MARKETING
Marketing Excellence
Company
Cleaning/ Airlines
Maintanance service Industry
Employees Customer
Interactive Marketing
ACHIEVING EXCELLENCE IN SERVICE MARKETING
SATISFYING
SRATEGIC
CUSTOMER
CONCEPT
COMPLAINTS
TOP
MONITORING
MANAGEMENT
SYSTEMS
COMMITMENT
HIGH
STANDARDS PROFIT TIERS
ACHIEVING EXCELLENCE IN SERVICE MARKETING
Differentiating Services
Primary and
Innovation with
secondary
services
service options
MANAGING SERVICE QUALITY
Pricing
Incovenience
Core service failure
Service encounter failures
Response to service failure
Competition
Ethical problems
Involuntary switching
HOW MARKETERS IMPROVE
Managing Incorporating
Customer Self – Service
Expectations Technologies
MANAGING CUSTOMER EXPECTATIONS
Based on this service quality model, there are five determinants of service quality :
Reliability : the ability to perform the promised service dependably and accurately 1
2 Responsiveness : the wilingness to help customers and provide prompt services
Assurance : the knowledge and courtesy of employees and their ability to convey
trust and confidence 3
4 Empathy : the provision of caring, individualized attention to customers
2. Reliability
a. Mampu memberikan garansi saat Lion Air tidak tepat dalam check in jadwal
b. Memberikan kompensasi saat terjadi resiko yang merugikan penumpang Lion Air.
3. Responsiveness
a. Maskapai Lion Air dapat menyediakan beberapa alternatif komunikasi yang dapat
digunakan untuk mempermudah penumpang dalam berinteraksi dengan staff Lion Air, dan Sikap melayani
penumpang oleh staf Lion Air.
4. Assurance
a. Memperbanyak pelatihan kerja bagi para karyawan untuk lebih memahami tugas dan profesionalitas
kerja.
b. Mampu meyakinkan pelanggan bahwa maskapai yang digunakan merupakan maskapai yang aman
serta merekrut pilot-pilot pilihan.
c. Garansi keamanan penumpang
5. Empathy
Example : Senyum, Sapa, Salam, Perhatian akan kebutuhan dan masalah dari setiap penumpang.
THANKYOU
FOR FLYING WITH US