The services marketing triangle shows the 3 interlinked groups that work togethe

r to develop,
promote and deliver services. Between the three points of triangle there are thr
ee types of
marketing that must be successfully carried out for a service to succeed externa
l and
interactive marketing. All these activities resolve around making and keeping pr
omises to
customers. For services all three types of marketing activities are essential fo
r building and
maintaining relationships with customers.
Interactive Marketing Keeping Promises
This is the most critical type of marketing activity from the customers point of
view. Interactive marketing occurs in the moment of truth when the customers int
eract with the organization and the service is produced and consumed. Promises a
re kept or broken and the reliability of service is related every time the custo
mer interacts with the organization.
International Marketing Enabling Promises
Service providers must have the skills, abilities, tools and motivation to deliv
er. They must be enabled. Promises are easy to make but unless provided with too
ls and rewards for good service, the promises may not be kept. This is important
as the employee satisfaction is linked with the customer satisfaction.
Jet Airways Network THE SERVICE MARKETING TRIANGLE ENABLING PROMISES MAKING PROM
ISES KEEPING One can better understand the working of airlines by looking at its
marketing triangle. There are three entities in the entire transaction: 1. Cust
omer: He is the person who wishes to satisfy his needs i.e, transportation from
one destination to another. Here, the customer is a passenger or a potential pas
senger. 2. Company: This is both the dreamer and the offerer. It here refers to
the various airlines which offer its aviation services to the customers to satis
fy their demand for transportation from one destination to another, for example:
The Indian Airlines. Here, the company makes a promise to its customers to
deliver the right quality service. 3. Provider: The service providers are finall
y the people who interact with customers. They keep the promise that the airline
operator has made to its customers by delivering the finest services. They are
the ones who carry out final transactions. The customer actually comes in contac
t with the service provider and not the company. For example: the air-hostess an
d the crew. The interaction between these three parties while providing the serv
ice takes place in the following manner: The company is established with the b