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Dynamic Service Facility DesignMARKETING RESEARCHPresented By:Rivaldi Sukamdani1501162581PUTU PRASETYA ANDARU1501166610TONY1501146672

What Is Market Research?Systematic problem analysis, model building and fact funding for the purpose of improved decision making and control in the marketing of goods and services (Philip Kotler)

The best tool: What they want, what they need, and what they will sacrifice to get what they need is one you probably are not using.

How Marketing Research Important to Service Company?Serious Competition Competitor analysisWhat are our strategic advantages and disadvantages, compared with our biggest competitor?Understanding pediatric hospital Selection Consumer BehaviorWhat matters most to these patients and why are they going elsewhere?Identify Market Segments Demographics We need to re-brand our health care services. Who should e be targeting our messages to, and what aspects of our services will have the strongest appeal to these consumers?

How Marketing Research Important to Service Company?Identify Challenges and Opportunities Current Market TrendsWhat features ill be most appealing to potential buyers and how much should we charge for the device?Develop Business StrategiesImproved communications between the company and its target customers through accurate understanding of customer needs and meeting them effectively, leading to enhanced customer satisfactionHelp you minimize loss in your businessWhat kind of potential problems after we launch the new services? Risk & Mitigation

CASEJournal: THE IMPACT OF SERVICES QUALITY AND MARKETING ON FINANCIAL PERFORMANCE IN THE HOSPITAL INDUSTRY: AN EMPIRICAL EXAMINATION

CASEWHAT KIND OF MARKETING RESEARCH?

Market OrientationIntelligence GenerationCustomer SatisfactionResponsiveness to customersResponsiveness to competitionQuality ContextMarketplace EnvironmentCorporate Support for QualityManagers KnowledgeProduct/Process EnvironmentPast Quality performanceRespondents:740 hospital in a five state region (Kentucky, Minnesota, Mississippi, Ohio, and Tennessee) in the central United States

CASE (Cont.)Market/Product Development New Product/Service DevelopmentInvestments in R&D aimed at new innovationCapacity to develop a unique competitive ProfileMarket DevelopmentQuality Outcomes Mortality and Morbidity RateService Quality as Perceived by CustomersCost per adjusted discharge Employee Turnover

Financial PerformanceNet ProfitsCash Flow from OperationsReturn on AssetsProfit to Revenue RatioReturn on Investment

RESULT + ACTIONModified Framework of RelationshipTHE SERVICE PACKAGE

ServiceExperienceExplicit ServicesImplicit ServicesSupporting FacilityFacilitatingGoodsInformationSupporting FacilityCanteen

Play GroundATM Machine SupermarketMushola

Parking AreaCafe

THE SERVICE PACKAGEExplicit ServicesImplicit ServicesAttitude of NurseQuality of Heart SpecialistQuality of Lungs SpecialistOn Time ServicesPediatricsOrthopedic CentreRadiologyEnvironment SafetyDatabase SecuritySecured of parking lot

THE SERVICE PACKAGEInformationFacilitating GoodsMedical RecordsMedicineHealth Issues InformationLaboratoriesPatient Room ToiletsPharmacy Waiting RoomCustomer ServicesCashierHealth Equipment