Topic outline

  • General

    • W E L C O M E Forum
      Hello! Welcome to my Service Marketing Class!

      This marketing course provides students with an introduction into the area of Service Marketing. Emphasis is given to the appreciation and understanding of the unique challenges inherent in managing and delivering high quality services (versus product marketing). Class sessions will primarily center around case-based learning, with lectures to highlight key frameworks and concepts. Assignments provide students with a hands-on understanding of concepts and methods being used by practitioners in today's competitive markets to analyze customer/client requirements; measure service quality; and design, promote, and deliver outstanding service. The course is designed for individuals who manage or aspire to manage professional practices in such areas as law or accounting, or service products and activities in financial, healthcare, educational, high-tech, manufacturing, and retail organizations

  • 1. Introduction to Service Marketing

  • 2. Consumer Behavior In a Services Context

  • 3. Positioning Service In Competitive Market

    • PPT Handout : 3. Positioning Service in Competitive Market File 7.8MB

      This chapter will discuss services' focus strategies, market segmentation, attributes for specific segments, and how to develop market positioning strategy and use positioning maps to analyze competitive strategy.

    • Sinar Mas Company Forum

      Sinar Mas is the brand of a company that operates through 6 business pillars: Pulp and Paper, Agribusiness and Food, Financial Services, Developer and Real Estate, Telecommunication, and Energy and Infrastructure. Those 6 business pillars which much different from one another makes Sinar Mas to be an unfocused market company. As an unfocused market company how could Sinar Mas survive from the industry?

      (You can read information about Sinar Mas company at http://www.sinarmas.com/)

    • 5-Star Hotels Forum

      As we know, there are numerous 5-star hotels in the neighborhood of Bundaran HI such as Hotel Indonesia Kempinski and Grand Hyatt. If you are able to choose one of those hotel to stay a night in, what would you choose and explain why?

      Please read and analyze :

      https://jakarta.grand.hyatt.com/en/hotel/home.html

      https://www.kempinski.com/en/jakarta/hotel-indonesia/ 

  • 4. Developing Service Products: Core and Supplementary Elements

    • PPT Handout : 4. Developing Service Products: Core and Supplementary Elements File 9.3MB

      Discussing airline service and luxury hotel, this chapter covers anything about how to plan and create service, components of the flower of service, branding aspects and experience, and developing new services. 

    • Underwater Hotel Forum

      Many hotel companies in several countries of five continents are deciding to build an underwater hotel that offers panoramic views of the water above. With all the hassle and the cost, why hotel companies still chose to make it?

       

    • Garuda Indonesia vs Air Asia Forum

           

      vs

            

      The ticket price of a full-service airline like Garuda Indonesia is more expensive than a low-cost carrier like AirAsia. What makes Garuda Indonesia’s ticket costs more?

  • 5. Distributing Services Through Physical and Electronic Channels

    • PPT Handout : 5. Distributing Services Through Physical and Electronic Channels File 12MB

      This chapter will tell you what is being distributed in the services, the three main modes of distribution of services, the where (place) and when (time) decisions of physical channels, and identify the issues of delivering services through electronic channels.

    • Facilities in an Airport Forum

      Changi Airport is known by the title of World’s Best Airport for five consecutive years. The label is valued by fascinating facilities such as cinema, games playroom, beauty loft, duplex store, swimming pool, and plenty of garden. What do you think about those facilities? In your opinion, does Indonesia need an airport which has facilities like Changi Airport and what airport should be renovated?

      (You can find out Changi facilities in http://id.changiairport.com/)

      Image result for changi airport

    • Difference Between JNE and TIKI Forum

      There are many distribution company in Indonesia but two of those are JNE and TIKI. Those two company are often locating their merchant near each other. In your opinion, how could they build their service facility close to each other? How are they differing each other?

            VS

  • 6. Setting Price and Implementing Revenue Management

    • PPT Handout : 6. Setting Price and Implementing Revenue Management File 17.2MB

      Through airlines cases, this chapter helps you recognize that effective pricing is central to the financial success of service firms. We also discuss the foundations of a pricing strategy as represented by the pricing tripod, how revenue management works, and the issues of ethics and consumer concerns related to service pricing.

    • GO-JEK Pricing Forum

      One of the most common transportation methods in Indonesia is “ojek”. In the past, this motorbike taxi uses no “taximeter” and charge as they like. Nowadays, Indonesians have Go-Jek that has fixed rates per kilometer. How this type of pricing affecting the company?

    • Shopee Free Shipping Forum

                                                                             

      Nowadays, e-commerce industry is having a tough competition. One of the techniques to attract customer is to offer free shipping. What effect do you think that company will obtain if they cannot provide free shipping anymore?

  • 7. Promoting Services and Educating Consumers

    • PPT Handout : 7. Promoting Services and Educating Consumers File 2MB

      This chapter will help you to understand the role of marketing communications and its challenges as a intangible product. We will also learn about the strategies to overcome those challenges and planning a marketing communications.

    • e-commerce: elevenia Forum

      Service industries now use celebrities to promote their service. For example, Indonesian singer Raisa is the “face” of new e-commerce, elevenia. Give your opinion whether is possible to choose non-celebrities, for example, politicians, to become brand ambassadors.

    • Consumers' Testimonial: Body Clinic Indonesia Forum

      Nowadays, we can find customer’s testimonial easily on the internet. Health industries are no exception. Many clinics put their past customers’ testimonials on their website, one of them is Body Clinic Indonesia, a chiropody, diabetes treatment, and weight loss clinic in Jakarta.

      In your opinion, to what extent testimonials are affecting customers to choose certain service?

                                       

  • 8. Designing and Managing Service Processes

    • PPT Handout : 8. Designing and Managing Service Processes File 1.4MB

      Start with flowcharting customer service processes, this chapter introduce how we design and manage service processes. After flowcharting, we will discuss about blueprinting services and redesign service process.

    • Delay in the Airline Industry Forum

      Airline firms are most likely to conduct reasons of failure analysis to reduce or eliminate the risk of errors. But somehow, there are still numerous delay case in that industry. How could it happen? Share your opinion!

    • Bluebird and GO-JEK partnership Forum

      Bluebird is a huge transportation company in Indonesia. this service company has already own an application for booking. But now, Bluebird also join hands with start-up company, Gojek. In your opinion, why would Bluebird cooperate with online transportation company that is younger than itself?

      (You can read article about Bluebird and Gojek in https://www.cnnindonesia.com/teknologi/20170330131538-185-203729/go-blue-bird-bentuk-kemesraan-baru-gojek-dan-blue-bird/)

  • 9. Crafting Service Environment

    • PPT Handout : 9. Crafting Service Environment File 1.9MB

      Environment is a crucial things for service industry because it affects customers satisfaction. This chapter will help you to understand the purpose of service environment, consumer responses model, and the dimensions of the service environment.

    • Fitness Club Environment Forum

      When we enter a fitness club, we always hear upbeat songs to accompany us doing workouts. If fitness clubs choose to play classical or slow songs, do you think it will be appropriate? and why do you think so?

    • Grab Car Specifications Forum

      Ride-hailing app like Grab has requirements regarding the car specifications, one of them is the model of vehicle is 2012 or newer. With this kind of standardization, why customers cannot choose the vehicle for their order? 

      (You can read about Grab car specifications in https://www.grab.com/id/en/driver/car/)

  • 10. Managing People for Service Advantage

    • PPT Handout : 10. Managing People for Service Advantage File 2.3MB

      As we know, In service business human resources is a key in determining success. This chapter talk about how to manage people for service advantage, how important human resources is, and the cycles of failure, mediocrity, and success.

    • Requirement to be Flight Attendants Forum

      The success of airline business is affected by its flight attendants. This makes a lot of requirements to be a flight attendant such as minimum height, ideal weight, prohibition of glasses and hijab, and some else.

      In your opinion, are those requirements can be a discrimination of employees’ recruitment?

      Image result for garuda flight attendant

    • Google Workplace Forum

      Google is a company that is not only famous because of its service product but also because of its amazing workspace facilities. There are some cool spots like the bowling, fitness centers, or volleyball field.

      Is there a correlation between working environment with the employee performance?  

  • 11. Measuring and Improving Service Quality

    • PPT Handout : 11. Measuring and Improving Quality File 1.3MB

      This chapter explains about how to measure and improve service quality. This can help you to analyze service quality problems arise in your business, and learn from customer feedback.

    • Gap Model Application in Hotel Industry Forum

      There are 6 gaps in the Parasuraman gap model, the knowledge gap, the policy gap, the delivery gap, the communication gap, the perception gap, and the service quality gap. 

      In the hotel industry, which of the following gaps is most likely to occur and why? (You can look up the Parasuraman model in Chapter 11 presentation) 

    • Mystery Shopper Visits Forum

      A mystery shopper is someone employed by a company to test the service in shops and businesses by pretending to be a normal customer.

      If you are a big restaurant owner, when is the best time to send up a mystery shopper to your restaurant and why you choose that time?

  • 12. Building Loyalty, Complaint Handling and Service Recovery