Service Strategy Based on Tri Kaya Parisudha (TKP) Values

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