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Pemasaran Jasa

Pemasaran Jasa

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Published by: aliandradja on Mar 08, 2010
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07/18/2013

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Beberapa perbedaan dan implikasinya dalam bidang pemasaran dapat dilihat

pada Tabel 2.1

Tabel 2.1

SERVICES ARE DIFFERENT

Goods

Services

Resulting Implications

Tangible

Intangible

Service cannot be inventoried

Service cannot be patented

Service cannot be readily displayed or

communicated

Pricing is difficult

Standardized

Heterogeneous

Service delivery and customer satisfaction depend

on employee actions

Service quality depends on many uncontrollable

factors

There is sure knowledge that service delivered

matches what was planned and promoted

Production separate

from consumption

Simultaneous

production

and

consumption

Customers participate in and affect the transaction

Customers affect each other

Employees affect the service outcome

Decentralization may be essential

Mass production is difficult

Nonperishable

Perishable

It is difficult to synchronize supply and demand

with services

Services cannot be returned or resold

Sumber: Zeithaml and Bitner (2003 : 20)

25

Produk yang dihasilkan di bidang jasa sangat berbeda dengan produk dalam

bentuk fisik. Perbedaan antara produk dan jasa menyebabkan strategi pemasaran

yang digunakan juga berbeda. Pemasaran jasa akan menghadapi tantangan.

Tantangan ini berhubungan dengan pemahaman mengenai keinginan dan harapan

konsumen terhadap jasa yang ditawarkan, menawarkan jasa yang tidak nyata

menjadi nyata, dan memenuhi janji kepada pelanggan.

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