Service Marketing Triangle

The marketing triangle of services (or triangle of services) depicts the major players that participate in the marketing of a service company(service marketing triangle). It also demonstrates the primary marketing efforts between these players.

It is crucial to note before examining this approach that we exclusively deal with service marketing. The model is not valid for goods. These characteristics are used to define services:

  • Intangible: You can’t see, taste, or touch them.
  • Inseparable: production and consumption are inextricably linked.
  • Perishable: You can’t keep them, save them, or return them.
  • Heterogeneous: Because they are one-of-a-kind, they cannot be mass-produced.
  • Hotel rooms, flights, and health club membership are examples of services.
Services Marketing Triangle
Services Marketing Triangle

Service companies are promoted according to promises. These are the promises we make to customers and whether we maintain them or not. A strategic graphic model is the Service Marketing Triangle. The importance of people in the capacity of a firm to live up to its commitments is strengthened.

The service marketing triangle

This diagram shows the Service Marketing Triangle. It highlights the primary marketing efforts between the key players in service companies.

Each actor collaborates in developing, promoting, and offering services to a firm. We represent actors by the points of the triangle, as can see from the diagram. Our protagonists are:

  • Enterprise: refers to the company’s management team.
  • Staff: refers to all staff, including subcontractors that provide the service of the firm.
  • Clients: refers to all corporate clients and future clients.
  • The lines between points show different forms of marketing:
  • External marketing: where the firm and its consumers are involved.
  • Internal Marketing: between the enterprise and its staff.
  • Interactive marketing: between staff and clients.
Services Marketing Triangle
Services Marketing Triangle

External commercialization

Companies create promises to clients via external marketing. External marketing means any communication before service delivery begins to consumers (or potential customers).

External marketing includes the following forms:

  • Advertising
  • Personal selling
  • Public relations (PR)
  • Direct marketing

To achieve several goals, we employ external marketing, including

  • Awareness creation.
  • Set expectations for prices.
  • Set expectations for service level.
  • Customers are informed if any preconditions are necessary before the service may be used.
Services Marketing Triangle
Services Marketing Triangle

Internal Marketing

We regard workers as internal clients inside a service company. It is a market we must first of all act like a business. To effectively serve its clients, the leadership team should focus on pleasing its workers.

Internal marketing requires employees to operate as a team to satisfy customers. For customer service personnel, this is true. It can be applied equally to all staff. This enables everyone to offer exceptional customer service at all levels of the business.

Key internal marketing components include:

  • Employee motivation
  • Techniques of teaching client satisfaction
  • Regular communication of corporate objectives
  • Change management training personnel how to use the services of the firm
  • Good pay and conditions of employment

Interactive Marketing

When workers and consumers engage, interactive marketing occurs. Here the promises made by workers and subcontractors in external marketing are either honored or disregarded.

Every vital interaction between an employee and a client is referred to as a service meeting.

Interactive marketing is crucial as long-term, and short-term satisfaction is achieved. In other words, the client will be more likely to be happy in the long term if he is content with the service he receives.

Services Marketing Triangle
Services Marketing Triangle

Service Marketing Triangle Example

Let’s take a basic example, the example of a luxury hotel, to put everything together.

Let’s first take external marketing into account. A luxury hotel could aim to educate its clients through public relations and advertising. Here they aim to tell clients about the best quality equipment, equipment, and amenities in their rooms. You will also be likely to say that your employees are educated and eager to help with any consumer request.

The firm relies on internal marketing to deliver on these promises. In addition to the industry average, it defines more concierge responsibilities in the hotel. This helps guarantee that employees feel that they can serve each customer as much as possible. Employees also receive training on local events, trips and activities. Every staff is also taught how to treat and defuse harsh visitors and circumstances.

The interactive marketing of the hotel is one of the following. They use someone to handle the visibility and reputation of their social media.

Now assume that a guest is tweeting to prepare for an important meeting the next day in their accommodation. The member of the staff handling the social media presence of the hotel would notice this. The hotel can then put a letter and chocolates in their room while the visitor is at their conference.

The Note would like your meeting to be successful. The chocolates give it a feeling of attention and attention. This gives the client a short-term appreciation. It also makes them more susceptible to long-term customership.


The Marketing Services Triangle is a strategic concept of marketing. It gives an insight into the value of people in a services company.

The concept is founded on the notion that all service companies make promises. The company makes promises through external marketing to its customers. The company helps its workers through internal marketing to maintain these commitments. Finally, the company delivers interactive marketing promises.

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