What Is Service Marketing Triangle
The Service marketing triangle is a dynamic model where three interconnected groups work together.
For example, two of them (distribution, Sales, and Marketing) develop, promote, and deliver services.
These three groups work closely with each other to create value for the customer.
The customer has to be satisfied before anything else can happen. If you’re doing it right, the customer will eventually buy from you.
If you are not doing this properly, there is a high chance that the customer will not buy from you. And if the customer doesn’t buy from you, your prospects for Future Business or customers will drop dramatically.
And when your chances drop dramatically (for example, your competitors have increased significantly), most likely they will go to your competitors instead of you.
So if your service marketer wants to sell your product to more customers than the customers he already has, he must either build a good relationship with the existing customers or find new customers and build a new relationship with them ( ie, the tendency to be a “networker”).
Definition of Service Marketing Triangle
This article from the Harvard Business Review (HBR) article “What is a Service Marketing Triangle?” Describes the three groups involved in the service marketing triangle (pyramid) and differentiates them from other types of marketing — such as brand, product, and Market strategy.
The triangle model derives from the concept of service marketing. “Service marketing is a Management tool for determining which products or services will work best for an organization“
The Various components of service marketing this model can be broken down into categories:- Products
- Marketers
- Providers
These groups are described in descending order of importance — product people create products in response to what customers want, then market them to those customers and providers deliver on their promises.
The third group provides services that meet customer needs and demand (and provide value to business partners within the organization).
Intermediary: There is an intermediary between these two groups; They allow people to interact with them simultaneously — they provide communication between customers and agents (or other intermediaries) and facilitate communication between agents and customers.
This model was first proposed by Charles Rothenberg in 1964. It was later adapted by Ellen Behr in her book “Service Marketing” (1983).
How Service Marketing Works with Suppliers and Customers
The service marketing triangle is a model for the marketing of services. Triangles consist of:
- Product Marketing: Promotion of products and services that create value for customers.
- Service Marketing: Promoting self-service, and its value to customers.
- Customer Marketing: Promoting products and services to individuals and small businesses.
To create a Service Marketing Triangle, a total of three distinct activities are needed to meet the needs of each group involved in a customer relationship:- Product sales (which uses a direct sales force)
- Service Sales (which uses an indirect sales force)
- Customer Sales (which uses an indirect sales force)
The Value of Service Marketing Triangle
The value of the service marketing triangle is a very simple, Fundamental idea. It’s that a) you can’t do business without service, and b) you can’t develop and deliver great service without the people who will pay for it.
I think the first thing people think of when they hear about the service marketing triangle is: “What’s in it for me?” The answer to this question is everything.
This includes the fact that no one wants to pay for services that provide no value (and therefore will pay as much as they can). It is also clear to many that providing a good service means building and maintaining relationships with customers.
You cannot grow your business with only loyal customers. But perhaps more important, it means building and maintaining relationships with all the awesome people who use your product or use your marketing tools.
Those are huge reasons why I think everyone should try to form a service marketing triangle — especially if you’re not sure what you want from your business first and More Read…
