2. Services are the processes and
performances provided or co produced
by one entity or a person for another
entity or a person.

3. Service
Marketing
Triangle

5. The service triangle emphasizes three
different coinciding elements. It includes
internal marketing, external marketing and
interactive marketing. The premise is that
when companies take care of their
employees, their employees are more likely
to work diligently to take care of customers
who were attracted to the company by
external marketing.

6. Here, “promise” means to assure the
customer about the services that are being
offered which will be provided to them in
time and with same quality and quantity as
mentioned.

7. Internal marketing
 in this we enable the promise.
 here, we view employees as our internal
customers and jobs and other programs
as internal products.

8. Company to
Employees
 It is also called internal marketing.
 It is the part where the promise is enabled.
 It involves training the employees, motivating
them, teamwork programs, teaching them
customer satisfaction techniques, etc.
 The company shares its goals with its
employees and communicate with them on a
regular basis.

9. External
marketing
 in this we set the promise.
 it is performed to capture the attention of
the market and interest of the customer
towards our services.

10. Company to
Customers
 This is also called external marketing.
 It is the part where the promise is set.
 It can also be said as marketing to end
user.
 It involves promotional activities, pricing
strategies, etc.

11. Interactive
Marketing
 This is where the promise is delivered.
 This is the most important part of the
service triangle, if the employee fails to
deliver at this level then all the efforts
made towards establishing a relationship
with the customer would be wasted.

12. Employees to
Customer
 This is also called interactive marketing.
 It is the part where the promise is delivered.
 Here, the goal is to have highly satisfied
customers.
 Effectiveness of interactive marketing is related
to internal marketing.
 Here, the employee interacts with the potential
or existing customer.

13. Today, market leaders are aware of the external
threats and opportunities that boost up their
business. They also know how to communicate
with their clients and employees in order to
achieve organizational goals.
Service triangle has great importance and its
components are essential in the success of any
business. A well established business always
follows the strategies of service marketing
triangle.