Service Marketing Triangle

BLESSON JOSEPH

Service Marketing Triangle

Service marketing triangle is a contemporary marketing paradigm that recognize and include the important role of service contact employees. It suggest that the marketing of service include 1. External Marketing 2. Internal Marketing 3. Interactive Marketing

External Marketing

It include anything that communicates to the customer before the delivery of service. The external marketing function comprises of a traditional marketing mix to communicate. It involves: advertisement, sales promotion, direct selling, and managing the word-of-mouth publicity.

Making Promises
     

Understanding customer needs Managing expectations Traditional marketing communications Sales and promotion Advertising Internet and web site communication

Internal marketing
Internal Marketing refers to selling the service concept to the internal audience before it can be sold externally. The organization must ensure all support and enable the employees to deliver what is promised. The starting point in internal marketing is that the employees are the first internal market for the organization.

Enabling Promises

     

Hiring the right people Training and developing people to deliver service Employee empowerment Support systems Appropriate technology and equipment Rewards and incentives

Interactive Marketing
It also known as real-time marketing, where the focus is on the skill of the frontline employee in handling the service encounter. The interaction with customer is imminent as actual delivery/ transaction take place. Customers judge the quality not only in terms of the technical specification of the outcome, but also on the basis of functional quality, which is the sum total of their experience with the service

Delivering the Promises



Service delivery


Reliability, responsiveness, empathy, assurance, tangibles, recovery, flexibility

Face-toFace-to-face, telephone & online interactions  The Customer Experience  Customer interactions with sub-contractors or subbusiness partners  The moment of truth


Thank You