Definition of Services

Definition of Services
Service is any act or acts that may be offered by one party to another, which is essentially intangible (not a physical shape) and do not produce anything of ownership. Product and services usually associated with a physical product or not (Kotler, 1996 in F.Tjiptono, 2001, p.134).
Services is an economic activity whose output is not as time dikosumsi products and provide value-added production (such as enjoyment, entertainment, leisure, health) are not tangible. (Valerie and Mary Jo Bitner a.Zeithami, 2000 in Alma Buchari, 2002, p.204)
From the definition above, the general explained that the service is any act or deed to another party, usually intangible, and not consumed simultaneously, and provide added value.

                characteristics of services

According to Kotler and Armstrong (2001, p.376-377), a company must consider the four characteristics of a particular service when designing the marketing program include:
A. Not berwujudnya services (Intagibility)
Services can not be seen, tasted, felt, heard, before purchase. To reduce uncertainty, buyers look for "signs" of service quality. They draw conclusions about the quality of places, people, price, equipment, and communications ayng they could see. Therefore, the task is to make the service provider can be either in one or several ways.
2. Inseparability of services (Inseparability)
Services can not be separated from the provider, whether the provider was whether people or machines. If the employee provides services, then the employee is part of the service. Both service providers and customers will affect the outcome of services.
3. The diversity of services (Service variability)
Quality of service depends on who is providing services, time, place, and how they are provided.
4. Not long lasting service.

Services can not be kept for sale or use in the future. Length of service could not stand not a problem if the demand is always there. But kerika demand fluctuates, service firms often have Problems with ulit. Therefore, service firms often devise strategio to better adjust to request a quote.


 Services marketing mix

By Adrian Palmer, 2001, p.378, Marketing Mix (marketing mix) in the services sector comprises of:
A. Product (product)
The product is an overall concept of the object or process that provides some benefits to consumers niali. A discussion of the product means that a main focus is quality. For services, the quality is very dependent on the reliability (reliability), responsiveness (response or responses), assurance (security) and empathy (four).
2. Price (price)
Pricing strategy (price) is very significant in providing value to consumers and affect the image of products, as well as the consumer's decision to buy.
3. Place (location)
Locations in meeerupakan services combined decision on the location and distribution channels, in this case relates how the delivery of services to consumers.
4. Promotion (promotion)
To consider in the selection of the promotion mix is ​​promotion (Promotion Mix). Which comprises:
· Advertising
· Personal selling
· Sales promotion
· Public relations
· Word of mouth
· Direct email
5. People (HR)
In conjunction with marketing services, then the people who function as service providers (those who interact directly with customers) is mempenaruhi quality of service provided. The importance of people in the marketing of services closely related to internal marketing. Internal marketing is the interaction or relationship between each employee and the department in a company which in this case can be positioned as internal customers and internal suppliers.
6. Physical Evidence (Physical Facilities)
A physical environment where services are created and the Interacts directly with consumers.
7. Processes (processes)
The process is a combination of all these activities, generally consisting of procedures, work schedules, mechanisms, activities, and routine matters, where the service is produced and delivered to consumers.


Posted By Febri Irawanto

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