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% Perubahan Pekerjaan 2004-2009 Proportion of Goods Services in Purchase Bundle Goods versus Services Can be resold Can be inventoried Some aspects of quality measurable Selling is distinct from production Product is transportable Site of facility important for cost Often easy to automate Revenue generated primarily from tangible product Something to remember! Service Definitions “Services are economic activities that produce time, place, form, or psychological utility for the consumer” (Robert G. Murdick, Barry Render, Roberta S. Russel) “Services are deeds, processes, and performances” (Valarie Zeithaml Mary Jo Bitner) “A Service is a Time-perishable, Intangible Experience Performed for a Customer Acting in the Role of a Coproducer” (James Fitzsimmons) Definition of Service Firms Service Enterprises are Organizations that Facilitate the Production and Distribution of Goods, Support Other Firms in Meeting Their Goals, and Add Value to Our Personal Lives. (James Fitzsimmons) The Service Package Supporting Facility: The physical resources that must be in place before a service can be sold. Examples are golf course, ski lift, hospital, airplane. Facilitating Goods: The material purchased or consumed by the buyer or items provided by the consumer. Examples are food items, auto parts, legal documents, golf clubs. Information: Data of information that is provided by the customer to enable efficient and customized service. Examples patient medical records, customer preferences from prior visit. Explicit Services: Benefits readily observable by the senses. The essential or intrinsic features. Examples are quality of meal, attitude of the waiter, on-time departure. Implicit Services: Psychological benefits or extrinsic features which the consumer may sense only vaguely. Examples are privacy of loan office, security of a well lighted parking l