Management Strategy, Excellent Services, and Services Marketing

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Private Training and Course provider face a hard situation to sustain further business unless they are capable to synchronize its strategic management, excellent services and services marketing

Transcript of Management Strategy, Excellent Services, and Services Marketing

STRATEGI MANAJEMEN, PELAYANAN PRIMA DAN PEMASARAN JASA LKP

oleh: Edy Hardiyanto

Diklat Peningkatan Kompetensi Dasar Pengelola LKP - DPD HIPKI JAWA

BARATGarut, 22 – 24 Oktober 2012

MATERI

No Materi

Jam Pelajaran (@ 45 menit) Tot

alTeori Praktek

1 Strategi Manajemen dan Pelayanan Prima

1 6 7

2 Strategi Pemasaran Jasa LKP 1 6 7

Jumlah 2 12 14

TUJUAN PEMBELAJARAN

Memberi contoh proses Strategi Manajemen

Membedakan hirarki Pelayanan Prima

Menguraikan pelaksanaan pemasaran jasa

STRATEGI MANAJEMEN

Dilihat sebagai kombinasi perumusan, pelaksanaan dan penilaian

(Strategic Management can be seen as a combination of strategy formulation, implementation and evaluation) (David, 2005; Haim Hilman Abdullah, 2005; Mohd Khairuddin Hashim, 2005; Zainal Abidin Mohamed, 2005)

RELASI MANAJEMEN

STRATEGI

Strategic Management Theories (adapted from David, 2005; Mohd Khairuddin Hashim, 2005)

Contingency Profit

Sumber daya

Daya tahan

Sumber Insani

Ke-lembaga-an

Manajemen

Strategi

KEUNGGULAN DAYA SAING

Barney’s (1991) Conceptual Model (Newbert, 2007)

Sumber daya

langka

Daya Saing

Kinerja

Sumber

Daya Unik

Daya Tahan

Kinerja

Unggul

Diadaptasi dari Anatomy of Competitive Advantage (Ma, 1999a)

Daya Saing

Rentang WaktuSubstansi

Tampilan

Lokasi

Manfaat

Tanggapan

Misi Visi

Kenali

Garapan

Produk &

PasarKeunggul

an

Perumusan Strategi

Penetapan

Pengukuran

Penjabaran

Pemasaran

Pelaksanaan

Peninjauan & penyusunan ulang

Daur Ulang Strategi (Konsep & Praktek)

BAHAN DISKUSI

Membedakan Visi, Misi dan Strategi Memberikan contoh Visi dan Misi Menghubungkan tiga relasi strategi

manajemen

There is no one single,

widely accepted definition

of the strategy

Tidak ada satu

batasan umum untuk makna strategi

PELAYANAN PRIMA

IMPLEMENTASI PELAYANAN PRIMA

Attitude - Personal Excellence  Attention - First Image (Faztrack

Impression) Action - Handling Complain

COMPLAINT CENTER

DIMENSI PELAYANAN PRIMA

Waktu. Akurasi. Etika. Tanggung jawab. Kesigapan Lokasi (ketersediaan informasi, dan

petunjuk). Fasilitas pendukung lain.

SEGITIGA PEMASARAN JASA

HASIL PEMASARAN JASA

BAHAN DISKUSI

Membedakan Pelayanan yang diharapkan (Desired Service) dan Pelayanan yang diberikan (Adequated Service)

Memberikan contoh zone of tolerance dalam pelayanan

Menuliskan tiga komponen yang mempengaruhi customer perceptions of service

BACAAN LEBIH LANJUT

C.R., Raduan (2009) Management, Strategic Management Theories and the Linkage with Organizational Competitive Advantage from the Resource-Based View, European Journal of Social Sciences – Volume 11, Number 3 (2009)

KALPIČ, Brane (2002) Strategic management theory and application, Griffith University

HUI King-Chung, Ziggy (2012) Knowledge Management to be needed in on-line education, Teaching and Learning Centre Lingnan University, Hongkong.

Zeithaml, Valarie A. dan Mary Jo Bitner (1996) Services Marketing. The McGraw Hill Companies. New York.

TERIMA KASIH

Edy Hardiyanto

www.call-hardy.blogspot.comSurel: e.hardiyanto@yahoo.co.id