Service Marketing Triangle | Meaning | Diagram | Strategic Implementation|
- Service Marketing Triangle
Service marketing triangle developed by ‘Christian Gronross’.
The service marketing triangle or the service triangle as it is
commonly called, underlines the relationship between the
various providers of services and the customers who consumes
these services.
The key players are labeled on the points of the triangle –
company, customer, employees. Between these three points
on the triangle, there are three types of marketing that must
be successfully carried out for services to succeed – External
marketing, Internal marketing, Interactive marketing.
External Marketing : company and customer
Internal Marketing : company and employees
Interactive Marketing : customer and employees
- Service Marketing Triangle
Service marketing triangle developed by ‘Christian Gronross’.
The service marketing triangle or the service triangle as it is
commonly called, underlines the relationship between the
various providers of services and the customers who consumes
these services.
The key players are labeled on the points of the triangle –
company, customer, employees. Between these three points
on the triangle, there are three types of marketing that must
be successfully carried out for services to succeed – External
marketing, Internal marketing, Interactive marketing.
External Marketing : company and customer
Internal Marketing : company and employees
Interactive Marketing : customer and employees
- DIAGRAM
EXTERNAL MARKETING
happens before service delivery. Companies use external
marketing to make promises to customers.
2. Forms of external marketing include advertising, personal
selling, digital marketing, direct marketing.
3. We use external marketing to achieve many aims include:
4. Creating awareness
5 .Setting price expectation
1. Within a service business, we view employees as internal
customers. The leadership team should be focused on
satisfying its employees so that they want to better serve
customers.
2. Key components of internal marketing include:
3. Motivating employees
4. Teaching customers satisfaction techniques.
5. Communicating company goals regularly
6. Training staff
7. Good pay and working condition
INTERACTIVE MARKETING
1. In this stage the company’s promises to its customers are
fulfilled by employees.
2. The interaction among employees and customers are
known as service encounter.
3. This step is of utmost importance, because if the
employees falters at this level, all prior efforts made
towards establishing a relationship with the customer,
would be wasted.
STRATEGIC IMPLEMENTATION OF THE SEVICE MARKETING TRIANGLES
Company should more concentrate on customer
satisfaction rather than its own convenience.
Good ambience and culture should be developed and
maintain in the organisation.
Service personnel should be very good at knowledge, skill
in performing the tasks.
Good delivery associated activities should be developed.
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