Abstract
This research was conducted with the background of service strategy as one of the business strategies that has been very popular to improve business performance. The service strategy implemented in service sector SMEs in Bali is certainly inseparable from the values of local wisdom hold by service sector SMEs businessmen in Bali. One of the local wisdom values in Bali that can merge with providing services to customers is the values of Tri Kaya Parisudha (TKP). Therefore, this study aims to develop and explore service strategies based on TKP values.This study uses a qualitative approach with the stakeholders of SMEs in Bali as the informant, consisting of service sector SME businessmen, cultural experts, experts in Hinduism, and academics. There are 10 informants in this study. The results show that the service sector SMEs in Bali has been implementing the Tri Kaya Parisudha values-based service strategy. This service strategy based on Tri Kaya Parisudha values includes three dimensions under the elements of Tri Kaya Parisudha , namely Manacika values, Wacika values, and Kayika values. Manacika 's value-based service strategy, expressed as always having thoughts or desires to provide the best service, to bring benefits to customers, and to maintain a good relationship with customers. Wacika 's value-based service strategy consists of: always speaking politely to customers, softly, and honestly about the products offered to customers. Kayika ’s value-based service strategy includes: always respond quickly in helping customers and pay special attention to customer problems. Keywords: service strategy, Tri Kaya Parisudha , Manacika , Wacika , Kayika DOI : 10.7176/EJBM/11-28-11 Publication date :October 31 st 2019
Highlights
A service strategy is one of the business strategies implemented by SMEs in Bali, especially SMEs engaged in the service sector
The focus of this study is a process of developing a service strategy model based on the Tri Kaya Parisudha values.In this study, the research informant is the ‘key person’, the knowledgeable stakeholders regarding the implementation of service strategies in service sector SMEs in Bali and the meaning of values contained in the Tri Kaya Parisudha.The key person consists of business stakeholders in service sector SMEs, Balinese culture experts, Hinduism experts, and academics
RESEARCH RESULTS AND DISCUSSION The discussion in this study is to articulate the meaning of data that has been done beforehand. This discussion includes the development of a service model based on Tri Kaya Parisudha’s values. The results of this qualitative study provide an in-depth overview of the service strategy model applied to the service sector SMEs in Bali and the service strategy model based on the Tri Kaya Parisudha values
Summary
A service strategy is one of the business strategies implemented by SMEs in Bali, especially SMEs engaged in the service sector. These service sector SMEs include SMEs in the culinary, beauty salon, barber, laundry, repair shop, and retail fields. A service strategy is very important because it is directly related to the customers. Companies can communicate with customers regarding the services provided. The service strategy becomes very strategic to improve business performance. SMEs businessmen always think about how to provide the best services (Tang et al, 2007; Kohtamaki et al, 2015; and Valtakoski .and Witell, 2018.)
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