SERVICES MARKETING TRIANGLE: AN INTRODUCTIONRahul Pratap Singh Kaurav

WHAT ARE SERVICES?For a layperson, services are essentially intangibles. Their purchase does not result in the ownership of anything physical.

WHAT IS SERVICES MARKETING TRIANGLE?Internal MarketingInteractive MarketingExternal MarketingCompany(Management)CustomersEmployeesenabling the promisedelivering the promisesetting the promise

WAYS TO USE THE SERVICES MARKETING TRIANGLEHow is the service organisation doing on all three sides of the triangle?Where are the weaknesses?What are the strengths?What is being promoted and by whom?How will it be delivered and by whom?Are the supporting systems in place to deliver the promised service?

Overall Strategic AssessmentSpecific Service Implementation

EXTERNAL AND INTERACTIVE MARKETINGExternal Marketing :"Setting the Promise"Marketing to END-USERS.Involves pricing strategy, promotional activities, and all communication withcustomers.Performed to capture the attention of the market, and interest in the service.Interactive Marketing :(Moment of Truth, Service Encounter)This refers to the decisive moment of interaction between the front-office employeesand customers.This step is of utmost importance, because if the employee falters at this level, all priorefforts made towards establishing a relationship with the customer, would be wasted.

INTERNAL MARKETINGInternal Marketing :"Enabling the Promise"Marketing to EMPLOYEES.Involves training, motivational, and teamwork programs, and all communication withemployees.Performed to enable employees to perform the service effectively, and keep up thepromise made to the customer.

Viewing employees as internal customers, viewing jobs as internal products and then endeavoring to offer products that satisfy the needs and wants of these internal customers while addressing the objectives of the organisation. - L.L. Berry (1981)

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