Manajemen Pelayanan Industri Jasa
DOI:
https://doi.org/10.36276/mws.v2i2.36Keywords:
marketing, service, tourismAbstract
Perkembangan sektor jasa seiring dengan perkembangan perekonomian dunia. Di negara maju perkembangan sektor jasa justru melebihi sektor manufaktur dan industri barang. Hal ini menunjukkan bahwa sektor jasa semakin diperlukan oleh manusia. Pengelolaan industri jasa memiliki spesifikasi yaitu lebih menekankan dalam keterlibatan sumber daya manusia, artinya dalam industri jasa manusia berperan sangat penting dibanding faktor produksi yang lain (modal, teknologi). Kepentingan faktor tenaga kerja ini mengandung arti bahwa pelanggan lebih banyak mengharapkan adanya kontak langsung (direct contact) dalam proses pertukaran. Dengan demikian pelanggan dapat langsung memberikan penilaian tentang kinerja produk jasa memuaskan atau tidak memuaskan. konsekuensi terjadinya kontak langsung antara pembeli dan penjual itulah yang dinilai sebagai faktor pelayanan, oleh karenanya pelayanan telah menjadikan produk jasa bernilai tinggi dan rendah. Untuk menjamin kepuasan pelanggan maka penyelenggara jasa harus siap setiap waktu dalam keadaan prima (service excellent). Berkaitan denga hal diatas sebab itu pengelolaan organisasi jasa baik dalam hal pemasaran maupun dalam hal penyelenggaraan jasa bersifat sangat labil artinya sangat sulit untuk bisa diukur. Oleh sebab itu produk jasa sangat sulit distandarkan. Memasarkan dan mengelola produk jasa tidak sekedar janji tetapi harus bukti, memasarkan produk jasa diawali dari penyampaian tentang informasi produk, proses produk dan pelayanan pasca pembelian produk (after sales service).
References
Endar Sugiarto, Psikologi Pelayanan Dalam Industri Jasa, Gramedia Pustaka Utama, 1999, Jakarta.
Fandy Tjiptono, Total Quality Management, Andi, 2000, Yogyakarta.
_____, Prinsip-Prinsip Total Quality Service, Andi, 2000, Yogyakarta.
Philip Kotler, Manajemen Pemasaran Analisis, Perencanaan, Implementasi dan Pengendalian 1993, Fakultas Ekonomi UI Jakarta.
Hermawan Kertajaya, Marketing Plus 2000 Siasat memenangkan Persaingan Global, Cetakan Kedua, Gramedia Pustaka Utama, Jakarta, 1977.
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