The Service Marketing Triangle

 

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Are you aware of how the marketing works? What is the service triangle on which the business works and walks towards the path of success my dear friends this blog is the right read for you. This will guide you to how the service marketing triangle works and its main aspects. #ThinkWithNiche

The service marketing triangle is a model used to highlight 3 main aspects of providing a service in a business. These are- 

• External Marketing 
• Internal Marketing
• Interactive Marketing 

These 3 marketing strategies involved in the successful running of a business and provision of services will be discussed in this piece. Before moving onto that, it is important to understand what “promise” means in a business. A promise essentially means the assurance given to customers by the service provider and living Upton the standard that they have set. 

External Marketing

This process consists of setting the promise. Meaning, the company directly engages with the audience to understand how to set the promise. It comprises steps such as setting the price, strategizing about promotional activities, and interacting with the target audience to gauge their needs and expectations from the service. Some external marketing efforts include but are not limited to advertising, social media presence, presence through blogs, and special discount deals/coupons. 

Internal Marketing

Internal marketing is the process of enabling the promise. This means that upon understanding the needs of the audience and setting the promise through external marketing, the company now needs to focus on how to live Upton it. In this second step of the process, the company deals and interacts directly with the employees. The company shares its goals with the “internal” factors, that is, the employees. To enhance the impact of internal marketing and reach the end goal of this process more efficiently, companies employ techniques such as professional development workshops, ensuring that the employees are heard, and fringe benefits to incentivize productivity. 

Interactive Marketing

Interactive marketing is where the promise is delivered. Here, the internal and external factors come together and there is a service encounter. This is the most important aspect of the service marketing triangle. If employees fail to deliver or customer’s expectations are not met then the entire proceedings throughout the triangle does not come to fruition. This step is also the determinant of the sustenance of a relationship between the customers, employees, and eventually the company. 

The service marketing triangle is the conjunction of how all aspects of marketing and service provision come together. It highlights how both external and internal factors go hand in hand. Furthermore, its manifestation into how a business works and its growth.

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