service marketing

Service marketing triangle: 

Service marketing triangle

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Service Marketing triangle shows three interlinked groups ( customer, provider and the company) that work together to develop, promote and deliver service to the satisfaction of the customer. Service marketing involves 3 types of marketing 1. External Marketing 2. Internal Marketing 3. Interactive Marketing

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E mployees Company (management) Market (customers, suppliers,etc ) Internal marketing External marketing Interactive marketing

Right side: 

Right side External marketing efforts that a firm engages into set up its customers’ expectations Make promises to customers regarding what is to be delivered. Anything that communicates to the customer before service delivery, can be viewed. There are many factors that communicate beyond the traditional elements of advertising, special promotions, sales, and public relation.

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For eg the firm’s personnel and the physical facilities.

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Marketing to END-USERS. · Involves pricing strategy, promotional activities, and all communication with customers. · Performed to capture the attention of the market, and arouse interest in the service.

Bottom side : 

Bottom side Interactive marketing or real-time marketing Here the actual service takes place The firm’s employees interact directly with customers It is at this point that the promise is delivered or not delivered Having a positive link through external marketing and what is delivered through interactive marketing is critical.

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External marketing in the world is useless if promises cannot be kept. Moment of Truth, Service Encounter · This refers to the decisive moment of interaction between the front-office employees and customers, i.e. delivery of service. · This step is of utmost importance, because if the employee falters at this level, all prior efforts made towards establishing a relationship with the customer, would be wasted.

Left side: 

Left side Internal marketing Refers to the activities the firm must carry on to train, motivate, and reward its employees. Unless service employees are able and willing to deliver on the promises made, the firm will not be successful in keeping its promises and the services marketing triangle will collapse. Hinges on the assumption that employee satisfaction and customer satisfaction are linked.

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Marketing to EMPLOYEES. · Involves training, motivational, and teamwork programs, and all communication with employees. · Performed to enable employees to perform the service effectively, and keep up the promise made to the customer.

Example : Hospital: 

Example : Hospital

PRISTINE HOSPITAL : 

PRISTINE HOSPITAL Started in July 2005 Multispecialty facilities To target only high end patients With international standards With well-known visiting doctors Specially to serve corporate in Bangalore

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Pristine claims to maintain the best of medical standards with a record of over 200,000 treated patients 3,15,000 preventive health checks done 98.5 percent success rate in 600 neuron surgeries, etc. Helping the company maintain a balance between the corporate culture and rigorous medical excellence is recognition of IT as intrinsic to every process, whether it is day-to-day running of hospitals, education or telemedicine .

Travel and tourism industry: 

Travel and tourism industry

Company: 

Company A travel and tourism company listens to the customers and evolves/develops the travel/tour package and it communicates the attractiveness and the utility of that very tour package directly to the customers. Here it (the company) performs external marketing . The company makes promises to the customers.

Providers: 

Providers They are a travel company’s internal customers constituting employees and agents. The company does internal marketing with the providers educating and motivating them about the idea of the particular tour package which they can offer to their customers . This is done to enable the providers to effectively carry out the service transaction process . The providers make provisions for office space, accessibility and connectivity. The company enables promises to be kept by this infrastructural association.

Customers (Travelers): 

Customers (Travelers) For whom the company has designed the traveling and touring package as well as set up the infrastructural facilities and spent money on employee development programmes . Here the providers are the only ones who interact with the customers, like the travel agents interact with the customers and not the company.

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The agents perform interactive marketing which is on-time, all-time, every-time. Those agents have the responsibility of ‘keeping promises’ made and enabled by the company. The providers (agents) are responsible for the perceived quality level of the service transaction. This underlines the uniqueness of service marketing.