Services Marketing Triangle Prepared By: Owais Ashraf

MBA, M&S, 2014

A0102214161

ServicesServices are Ideas, offers or satisfaction offered for sale or in connection with sale of goods. --- AMA

Frame work of service management:

• Gap model of service and dimension of service quality

• Service blueprinting

• The evidence of service from a customer’s point of view (Physical evidence)

These service frameworks focuses on quality improvement,

operations management etc. which ultimately leads the aim towards customer satisfaction.

Service Marketing Triangle

Service marketing triangle is a dynamic model where there are three interlinked groups thatwork together to develop, promote, and deliver services. These key players are labeled on thepoints of the triangle – Company, Customer and Providers(employees). Between these threepoints on the triangle, there are three types of marketing that must be successfully carried outfor a service to succeed –external marketing, internal marketing and interactive marketing.

• External Marketing: Company and employees

• Internal Marketing: Company and customers

• Interactive Marketing: Customer and employees

Internal Marketing

Interactive Marketing

External Marketing

Company(Management)

CustomersEmployees

“enabling the promise”

“delivering the promise”

“making the promise”

Diagram

4 PPEOPLE

PROCESS

PROMISE

Here, "promise” means to assure the customer about the services that are beingoffered which will be provided to them in time and with same quality andquantity as mentioned.

External Marketing:(setting the promise)

• Marketers directly interact with the end users in order to know their needs

• Set price, create awareness, design the promotional strategies

• Performed to capture the attention of the market and interest of the customer towards the company’s services.

Internal Marketing:(enabling the promise)

• Internal processes which enables service marketers to deliver promises tocustomers

• Marketing to employees

• Company view its employees as its internal customers and jobs and otherprograms as internal products

• It involves training the employees, motivating them, teamwork programs, teachingthem customer satisfaction techniques, etc.

• The company shares its goals with its employees and communicate with them on aregular basis

Interactive marketing:(delivering the promise)

• Moment of Truth, Service Encounter

• This refers to the significant moment of interaction between the front-officeemployees and customers

• This is the most important part of the service triangle, if the employee fails to deliver atthis level then all the efforts made towards establishing a relationship with the customerwould be wasted.

• Interactive marketing is the most important part of the service marketing trianglebecause it establishes a long term or short term relations with customers.

Strategic Implications of the services marketing triangle:

• Company should more concentrate on customer satisfaction rather than its own convenience.

• Good ambience and culture should be developed and maintained in the organization.

• Service personnel should be very good at knowledge, skills and empowered in performing the task.

• Good delivery associated activities should be developed.

Conclusion

• Now a days market leaders are aware of the external threats and opportunities thataffects their business. They also know how to communicate with their clients andemployees in order to achieve organizational goals.

• Service triangle has great importance and its components are essential in the successof any business. A well established business always follows the strategies of servicemarketing triangle.

THANK YOU

GOD BLESS…….