Service

Marketing
Triangle
Services
- Intangible products
- No transfer of possession or ownership takes place
when services are sold.
- Cannot be stored or transported
- Instantly perishable
- Come into existence at the time they are bought and
consumed.
Service Marketing Triad
Service Marketing Triangle:
a dynamic model where there are three
interlinked groups that work together to develop,
promote, and deliver services. These key
players are labeled on the points of the triangle
Company, Customer and Providers
(employees).
 THREE (3)
TYPES
OF MARKETING
PROMIS
E
 To assure the customer
about the services that are
being offered which will be
provided to them in time
and with same quality and
quantity as mentioned.
 INTERNAL MARKETING
(Company and Employees)
- Enabling the promise
Internal processes which enables service marketers
to deliver promises to customers.
Marketing to employees
Company view its employees as its internal
customers and jobs and other programs as internal
products.
It involves training the employees, motivating them,
teamwork programs, teaching them customer
satisfaction techniques, etc.
The company shares its goals with its employees and
communicate with them on a regular basis.
 VERTICAL
AND
HORIZONTAL
COMMUNICATION
 Vertical Communication
- a communication that flows
up and down through the
organization's hierarchical
structure.
 Horizontal
Communication
- a communication that flows
across the same level of the
organizational structure
EXTERNAL MARKETING
(Company and Customers)
- 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
companys services.
 INTERACTIVE MARKETING
(Customer and Employees)
- Delivering the promise
Moment of Truth, Service Encounter
This refers to the significant moment of
interaction between the front-office employees and
customers
This is the most important part of the service
triangle, if the employee fails to deliver at this level
then all the efforts made towards establishing a
relationship with the customer would be wasted.
Interactive marketing is the most important part
of the service marketing triangle because it
establishes a long term or short term relations with
customers.
Strategic
Implications of the
Services Marketing
Triangle
1. Company should more concentrate on
customer satisfaction rather than its own
convenience.
2. Good ambience and culture should be
developed and maintained in the
organization.
3. Service personnel should be very good at
knowledge, skills and empowered in
performing the task.
4. Good delivery associated activities should
be developed.