THE SERVICES MARKETING TRIANGLE 23502641-Services-Marketing

23843105-Services-Marketing-Mix
8020828-Service-Marketing-Case-Study-Euro-Disney
Three Types Of Service Marketing
 Internal Marketing
 External Marketing
 Interactive Marketing

SERVICES MARKETING TRIANGLE

COMPANY

External
Internal
Marketing
Marketing
Making
Enabling
Promises
Promises

PROVIDERS CUSTOMERS
Interactive
Marketing
Keeping Promises
 External Marketing: Making Promises

 Company promises customer about what to expect and how it is delivered

 Advertising, sales promotions – traditional activities

 Employees, décor of the facility, price of service, service processes help the
customer set expectations

 These promises should be consistent and realistic to ensure customer satisfaction

 Do not over-promise

 Interactive Marketing: Keeping Promises

 Most critical from the customer’s point-of-view

 Occurs in the moment of truth when the customer interacts with the organisation
and the service is produced and consumed

 The promises can be kept or broken by employees, third party service providers or
even technology

 Reliability of the promises is tested with every interaction of the customer

 Internal Marketing: Enabling Promises

 To deliver on the promises made, the service provider and system needs to have
necessary SKILLS, ABILITIES, TOOLS & MOTIVATION to deliver

 Promises are easy to make, more important to be kept

 Providers need to be RECRUITED, TRAINED, PROVIDED WITH

APPROPRIATE TOOLS AND SYSTEMS & REWARDED keeping in mind the
promises made
  Employee satisfaction and customer satisfaction are closely linked

 All the three marketing activities are critical to the success of the service
 Each side has significant challenges and requires strategies for success

 e.g: FEDEX CORPORATION

 External Marketing: extensive market research (2400 per quarter), award-winning

advertising, consistent statements
 Interactive Marketing: goal of each employee is that every service encounter
should be flawless from the customer’s point of view
 Internal Marketing: quality service through technology, rewards, empowerment,
open communication, fair treatment of employees , increasing employee loyalty

To understand the complex role of marketing in service companies I would like to use a
central model from Grönroos, which many other authors like Kotler60 and Zeithaml61 also
refer to and which suits perfectly well to my study. This model is the service marketing
triangle62.