PERKULIAHAN 02 Manajemen Operasional
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Transcript of PERKULIAHAN 02 Manajemen Operasional
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Sifat Jasa
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Tujuan Pembelajaran
• Mengklasifikasikan jasa ke dalam empat kategori menggunakan matriks proses jasa.
• Menjelaskan jasa menggunakan empat dimensi paket jasa.
• Mendiskusikan implikasi manajerial tentang perbedaan karakteristik operasi jasa.
• Mendiskusikan wawasan yang diperoleh dari klasifikasi strategi jasa.
• Mendiskusikan peran jasa manjer jasa dari pendekatan open-system dari jasa.
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Pendekatan Terintegrasi Manajemen Jasa
Delapan Komponen• Elemen-elemen Produk• Tempat, Cyberspace, dan Waktu• Promosi and Pendidikan• Harga dan Pengeluaran pengguna lain+ Proses+ Produktivitas dan Kualitas+ Orang+ Fakta FisikMemerlukan integrasi dari Marketing, Operations, and Human Resources
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Service/Product Bundle
ElemenCore Goods
ExampleCore Service
Example
Bisnis Custom clothier Bisnis hotel
Inti Business suits Room for the night
Barang Sampingan Tas pakaian Bathrobe
Jasa Sampingan Deferred payment plans In house restaurant
Varian Coffee lounge Airport shuttle
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Paket Jasa
Fasilitas Pendukung: Sumberdaya fisik yang harus disediakan sebelum jasa dapat dijual. Contoh lapangan golf, ski lift, hospital, airplane.Barang-barang yang memfasilitasi: Material yang dikonsumsi oleh pembeli atau item2 yang dise-diakan oleh konsumen. Contoh item2 makanan, dokumen legal, golf clubs, medical history.Information: Data dan informasi operasi disediakan oleh konsumen yang memungkinan layanan yang efisien dan seragam. Contohnya adalah catatan medis pasien, kursi yang tersedia di penerbangan, preferensi pelanggan, lokasi pelanggan untuk mengirimkan taksi.
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Paket Jasa(Lanjutan)
Jasa Eksplisit: Manfaat yang mudah diamati oleh panca-indra. Ciri penting atau intrinsik. Contohnya adalah kualitas makanan, sikap pelayan, tepat waktu keberangkatan.Jasa Implicit: Manfaat Psikologis or ciri ekstrinsik features yang dapat dirasakan oleh konsumen secara samar-samar. Contoh: privasi pinjaman pegawai, keamanan dari tempat parkir yang terang.
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Perbedaan Karakteristik Jasa
Partisipasi Konsumen dalam Proses Jasa: Perhatian terhadap desain fasilitas serta kesempatan bagi co-productionSimultan: Peluang bagi personal selling, interaksi menciptakan persepsi konsumen terhadap kualitas.Tidak tahan lama: tidak dapat disimpan, rugi jika terjadi kapasitas menganggur, perlu menyesuaikan suplai dan demand.Tidak nyata: menciptakan periklanan, tidak ada perlindungan paten, pentingnya reputasi. Heterogenitas: Partisipasi konsumen dalam proses penyerahan hasil dalam variabilitas.
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Klasifikasi Jasa Strategis (Sifat Tindakan Jasa)
Klasifikasi Jasa Strategis (Sifat Tindakan Jasa)
Penerima Langsung JasaSifat dari Tindakan Jasa Orang Barang Fisik Orang: Fisik Barang: Health care Freight transportation Passenger transportation Repair and maintenance
Tangible actions Beauty salons Veterinary care Exercise clinics Janitorial services Restaurants Laundry and dry cleaning
Pikiran Orang: Barang tidak nyata: Education Banking
Intangible actions Broadcasting Legal services Information services Accounting Theaters Securities Museums Insurance
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Klasifikasi Jasa Strategis (Hubungan dengan Konsumen)
Klasifikasi Jasa Strategis (Hubungan dengan Konsumen)
Bentuk Hubungan antara Perusahaan Jasa dan Konsumennya
Sifat dariPenyerahan Jasa Hubungan “Keanggotaan” Hubungan Non-formal
Insurance Radio station Telephone subscription Police protection
Penyerahan Jasa Electric Utility Lighthouse
Terus-menerus Banking Public Highway
Long-distance phone calls Restaurant Theater series tickets Pay phone
Transaksi Terpisah Transit pass Toll highway Sam’s Wholesale Club Movie theater Airline frequent flyer Public transportation
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Klasifikasi Jasa Strategis (Hubungan dengan Konsumen)
Klasifikasi Jasa Strategis (Hubungan dengan Konsumen)
Extent to Which Service Characteristics Are Customized
Tinggi Rendah
Surgery Preventive health programs Taxi services Education (large classes)
Tinggi Gourmet restaurant Family restaurant
Extent to Which
Personnel Exercise
Judgment in MeetingCustomer Needs Telephone service Public transportation Hotel services Spectator sports
Rendah Retail banking Movie theater Cafeteria Institutional food service
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Strategic Service Classification (Nature of Demand and Supply)Strategic Service Classification (Nature of Demand and Supply)
Tingkat Fluktuasi Waktu PermintaanTingkat PembatasanPermintaan Wide Narrow
Electricity Insurance
Permintaan Lemah Telephone Legal services
biasanya sesuai Police emergency Banking
tanpa penundaan besar Hospital maternity unit Laundry and dry cleaning
Tax preparation Fast food restaurant
Peak demand regularly Passenger transportation Movie theater
exceeds capacity Hotels and motels Gas station
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Strategic Service Classification (Method of Service Delivery)
Strategic Service Classification (Method of Service Delivery)
Availability of Service OutletsNature of Interaction between Customer and Service Organization Single site Multiple site
Customer travels to Theater Bus service
service organization Barbershop Fast-food chain
Service provider Taxi Mail delivery
travels to customer Pest control service AAA emergency repairs Taxi
Transaction is at Credit card company Broadcast network
arm’s length Local TV station Telephone company
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Open Systems View of Services
Service Process Consumer
Evaluation Consumer arrivals Consumer participant departures Criteria (input) Consumer-Provider (output) Measurement interface Control Monitor
Customer demand Service operations manager Service personnel Production function: Perceived needs Alter Monitor and control process Schedule Empowerment Location demand Marketing function: supply Training Interact with consumers Attitudes Control demand Modify as necessary Define standard Service package Supporting facility Communicate Facilitating goods Basis of by advertising Explicit services selection Implicit services
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Village Volvo’s Service Package
Supporting Facility
Facilitating Goods
Information
Explicit Services
Implicit Services
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Village Volvo’s Distinctive Service Characteristics
Intangibility
Perishability
Heterogeneity
Simultaneity
Customer Participation in the Service Process
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Village Volvo’s Service Classification
Nature of the service act
Relationship with customers
Customization and judgement
Nature of demand and supply
Method of service delivery
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Managing Village Volvo
How could Village Volvo manage its back office (repair operations) like a factory?
How can Village Volvo differentiate itself from Volvo dealers?
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Xpresso Lube Facility
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Xpresso Lube’s Service Package
Supporting Facility
Facilitating Goods
Information
Explicit Services
Implicit Services
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Xpresso Lube’s Distinctive Service Characteristics
Intangibility
Perishability
Heterogeneity
Simultaneity
Customer Participation in the Service Process
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Nature of the service act
Relationship with customers
Customization and judgement
Nature of demand and supply
Method of service delivery
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What elements of Xpresso Lube’s location contribute to its success?
Given the example of Xpresso Lube, what other services could be combined to “add value” for the customer?
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Topics for Discussion
What are the characteristics of services that will be most appropriate for Internet delivery?When does collecting information through service membership become an invasion of privacy?What are some management problems associated with allowing service employees to exercise judgement in meeting customer needs?What factors are important for a manager to consider when attempting to enhance a service firm’s image?What contributions to the management of professional service firms can a business school graduate provide?
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Interactive Class Exercise
The class breaks into five groups and each group is assigned one of the service classifications (e.g., nature of act, relationship with customer, customization, nature of demand, or method of delivery) to come up with an example for each of the four quadrants in the matrix.