A description of service marketing triangle of service marketing with its different aspects and gaps.

1. SERVICE MARKETING TRIANGLE
Submitted By: Dhruva Methi
Roll No. :55 (A)
Submitted To: Dr. Ramesh Devrath
Sir
Indian Institute of Tourism &
Travel Mgt., Gwalior
11/29/2016
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SERVICE MARKETING TRIANGLE
o The service marketing triangle or the Service
triangle as it is commonly called, underlines the
relationships between the various providers of
services, and the customers who consume these
services.
o The service triangle outlines all the relationships
that exist between the company, the employees
and the customers.
o It outlines the importance of systems in a
services industry and how these systems
help achieve customer satisfaction.
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4. EXTERNAL MARKETING
 “Setting The Promise”
 Through these efforts a company makes promises
to its customers regarding what they can expect
and how it will be delivered.
 Performed to capture the attention of the market
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5. INTERACTIVE MARKETING
 “Moment of Truth”
 Refers to the interaction between customers and
front office employees.
 Interactive marketing is typically 2-12 times more
effective than traditional direct marketing depending
upon the capability of the employee.
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6. INTERNAL MARKETING
 “Enabling the Promise”
 This is the third phase that takers place through the
enabling of promises. In order for providers
and service systems to deliver on the promises
made.
 Involves training, motivation ,teamwork programs
and communication with employees.
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7. GAPS IN SERVICE MARKETING TRIANGLE
 Closing the gap between what customer expect to get and
what they perceive they got – (Listening Gap)
 Closing the gap between what they promise the customer
and what they do to enable the promise.
 Customer did not give proper feedback to the company , so
lack in understanding the need of the customer.
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8.  Company make diff. promises to the customer and gives
diff. orders to the employees.
 Gap of not performing the service as designed(Service
performance Gap).
 Gap of not designing services to meet customer
satisfaction(Design and standard Gap)
 Gap of companies fail to match performances to external
communications(Communication Gap)
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9. THANK YOU
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