Competitive Advantage and Service Marketing Mix
Isi Artikel Utama
Abstrak
The marketing mix is one of the most important aspects of marketing activities and plays an important role in creating value and satisfaction to meet customer expectations. The concept of the marketing mix serves as a tool used by an organization to survive in a competitive environment. This concept is controlled by the organization and consists of four main components namely product, price, distribution and promotion. For bids in the form of services, the marketing mix develops into seven components according to the characteristics of the service offer. Three additional components are the service provider, process, physical evidence. The service marketing mix is a formulation of a competitive advantage strategy for organizations. The human factor directly involved in the exchange process makes human resources an important figure of strategic application. Customer-oriented competitive advantage should be implemented by service providers with the appropriate formulation of the marketing mix. Marketing mix and competitive advantage are strategic relationships that are very important for the survival of the company
Rincian Artikel
Bagian
Cara Mengutip
Referensi
Besanko, D., Dranove., D. & Shanley, M. (2013). Economics of Strategy, New York: John Wiley & Sons.
Bitner, M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses, Journal of Marketing, 54(2), 69–82.
Booms, B. H. & Bitner, M. J. (1981). Marketing Strategies and Organization Structures for Service Firms, Marketing of Services. doi: citeulike-article-id:1192024.
Borden, N. H. (1964). The concept of the marketing mix, Journal of advertising research, 4(6), 2–7.
Bordes, J. (2009). Building and Sustaining Competitive Advantage, Hawai: Atlantic Inter. Uni.Honolulu.
Chen, H., Liu, J. Y., Sheu, T. & Yang, M. (2012). The impact of financial services quality and fairness on customer satisfaction, Managing Service Quality, 22(4), 399–421.
Darmawan, D. (2005). Top of Mind Brand Vs Bottom of Mind Brand, Jurnal Media Komunikasi Ekonomi dan Manajemen, 3(3), 51–57.
Darmawan, D. (2006). Konsep Bauran Pemasaran, Surabaya: Metromedia Mandiri Pustaka.
Darmawan, D. (2009a). Pengantar Bisnis, Jakarta: Spektrum Nusa Press.
Darmawan, D. (2009b). Pemasaran Jasa, Bandung: IntiPresindo Pustaka.
Darmawan, D. (2014). Perilaku Konsumen. 1st edn, Surabaya: Metromedia.
David, F. R. (2011). Strategic Management Concept and Cases, New Jersey: Prentice Hall.
Ferrinadewi, E. & D. Darmawan. (2004). Perilaku Konsumen: Analisis Model Keputusan, Yogyakarta: Universitas Atma Jaya.
Gabor, A. (1988). Pricing: Concepts and Methods of Effective Marketing, Aldershot: Gower publishing.
Grönroos, C. (2008). Service logic revisited: Who creates value? And who co-creates? European Business Review, 20(4), 298–314.
Ingenbleek, P. T. M. & van der Lans, I. A. (2013). Relating price strategies and price-setting practices, European Journal of Marketing, 47(1/2), 27–48.
Kelley, S. W. (1992). Developing customer orientation among service employees, Journal of the Academy of Marketing Scien, 20, 27–36.
Koernig, S. K. (2003). E-Scapes: The electronic physical environment and service tangibility, Psychology and Marketing, 20(2), 151–167.
Kotler, P. & Amstrong, G. (2010). Principles of Marketing, New York: Pearson.
Kotler, P. & Fox, K. (1995). Strategic Marketing for Educational Institutions, New Jersey: Prentice-Hall.
Lovelock, C. & Wirtz, J. (2011). Services Marketing - People, Technology, Strategy, New Jersey: Prentice Hall.
Mahmood, R. & Khan, S. (2014). Impact of Service Marketing Mixes on Customer Perception: A Study on Eastern Bank Limited, Bangladesh, European Journal of Business and Management, 6(34), 164–67.
McDaniel, C., Lamb, C. W. & Hair, J. (2011). Introduction to Marketing, Australia: South-Wesern Cengage Learning.
Palmer, A. (2014). Principles of Services Marketing, McGraw-Hill Education.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERQUAL: A Multiple-Item scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1), 12–40. doi: 10.1016/S0148-2963(99)00084-3.
Peattie, K., Peattie, S. & Emafo, E. B. (1997). Promotional competitions as a strategic marketing weapon, Journal of Marketing Management, 13, 777–789. doi: 10.1080/0267257X.1997.9964511.
Perreault, W. D., Cannon, J. P. & McCarthy, E. (2011). Basic Marketing: A Marketing Strategy Planning Approach, New York: McGraw-Hill Irwin.
Poddar, R. & Gadhawe, S. (2007). Competitive Advantage: An introduction, Icfai University Press.
Porter, M. E. (1985). Competitive strategy: Creating and sustaining superior performance, in Creating and Sustaining Competitive Advantage.
Reichheld, F. F. & Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard business review, 68(5), 105–111.
Sjamsi, N. & Darmawan, D. (2004). Peran Strategis Layanan pada Penyelenggaraan Pelayanan Publik, Jurnal Administrasi Publik, 1(1), 83–95.
Smith, Tim J. (2012). Pricing strategy: setting price levels, managing price discounts, & establishing price structures.
Zeithaml, V. A., Bitner, M. J. & Gremler, D. D. (2009). Services Marketing: Integrating Customer Focus across the Firm, Singapore: McGraw-Hill and Irwin.