SERVICE TRIANGLE

Service marketing involves 3 types oI marketing:

1. EXTERNAL MARKETING
2. INTERNAL MARKETING
3. INTERACTIVE MARKETING

1. External Marketing: "Setting the Promise"

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

2. Internal Marketing: "Enabling the Promise"

Marketing to EMPLOYEES.
Involves training, motivational, and teamwork programs, and all communication with
employees.
PerIormed to enable employees to perIorm the service eIIectively, and keep up the
promise made to the customer.

3. Interactive Marketing: (Moment oI Truth, Service Encounter)

This reIers to the decisive moment oI interaction between the Iront-oIIice employees
and customers, i.e. delivery oI service.
This step is oI utmost importance, because iI the employee Ialters at this level, all prior
eIIorts made towards establishing a relationship with the customer, would be wasted.