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Service Marketing Triangle explains the relationship between service providers and service consumers
Service Marketing Triangle includes a three-dimensional approach for developing overall marketing strategies. It highlights customers, employees, and the organization.
External Marketing [Making Promise]
External Marketing refers to the activities performed by a marketer to position the organization favourably in the customer’s mind. The company offers services and sets the expectation of expected service quality. Promises are made and promoted in the form of advertising, sales promotion, personal selling etc.
Example - The Ritz Carlton Modernization
- The hotel launched a new logo and modernized its brand to attract the modern generation
Example - The Ritz Carlton touch real-life experience of guests
- In 2018, the company created a campaign that touched the real-life experience of guests. It was displayed as animation and summed up in six words.
Internal Marketing [Enabling Promises]
Internal Marketing refers to enabling or fulfilling promises. Employees must be aware of the culture, values and identity of the organization. The concept is to train employees to the highest possible standards so that they can offer exceptional services to the customers.
Example - The Ritz Carlton Employee Empowerment
- Employees are motivated to make quick decisions to resolve issues and to make guest experience memorable.
Interactive Marketing [Keeping Promise]
Interactive Marketing refers to keeping promises. The customers come into contact with the employees and the service providers must treat the customers well so that they are satisfied with the business.
Example - The Ritz Carlton Gold Standards Rules for Customer Interaction
- Genuine greeting
- Anticipating and meeting the needs and wants of the guests
- Cordial farewell
Example - Hyatt [Concierge + Social Media Platform]
- Taking a contemporary approach to customer service through its social media platform.
This video is on the Service Marketing Triangle and it has the following sub-topics.
Time Stamps
0:00 What is Service Marketing Triangle?
00:57 External Marketing [Making Promise]
01:24 Example The Ritz Carlton Modernization
01:58 Example The Ritz Carlton touch real-life experience of guests
02:52 Internal Marketing [Enabling Promises]
03:23 Example The Ritz Carlton Employee Empowerment
04:24 Interactive Marketing [Keeping Promise]
04:55 Example The Ritz Carlton Gold Standards Rules for Customer Interaction
05:22 Example Hyatt [Concierge + Social Media Platform]