Pertemuan 6

Pemasaran

Pariwisata
Sheidy Yudhiasta, S.Pd., M.Par
Service Marketing

Triangle
 Find article about

"Marketing Myopia"
wrote by
Theodore Levitt
A service is a set of consumable and perishable benefits

delivered by a service house to a customer to ensure

Service Marketing
customer satisfaction. Definition

This has created a competitive environment amongst

the players in the services sector. Therefore, the

marketing activities have become equally important

and necessary in the services sector too in line with the

products segment.

Marketing activities have to be initiated in the areas of

innovations, quality improvement and customer

relationships management, services after sales, so as to

promote the business.

Service Marketing To ensure effective services marketing, tourism

marketers need to be strategic in their planning

Triangle process.

In this way, marketers can be more assured they are

strategically satisfying both the customer’s needs and

the organization’s objectives.

The relationship between company, employees, and

customers in the services marketing context can be

described as a services marketing triangle.

 Service Marketing Triangle

Company

A model for understanding the

Internal External relationship between the company,

Marketing Marketing its employees, and the customer;

differs from traditional marketing

where the business speaks directly

to the consumer.

Morrison, 2010
Employees Customers
Interactive
Marketing
 External Marketing

Company
Promotional efforts aimed at potential

customers and guests.

External Set price, create awareness, design

Marketing promotional strategies.

"Making the Promise"

Performed to capture the attention of the

market and interest of the customer towards

the company's services.

Creating a promise between the

Customers organization and the guest.

 Internal Marketing

Company Enabling employees to deliver on the

promise.

Internal process which enables service

marketers to deliver promises to customers.

Internal
Marketing
Company view its employees as its internal

"Enabling the Promise"

customers and jobs and other programs as

internal products.

It involves training the employees,

motivating, teamwork programs, teaching

employees customer satisfaction

Employees techniques, etc.

 Interactive Marketing

Moment of truth - service encounter

This refers to the significant moment of

interaction between the employees and

customers.

Employees Customers Interactive marketing is the most important

Interactive part of the service marketing triangle

Marketing because it establishes a long term or short

term relations with customers.

"Delivering the Promise"
 Promises

Promise means to assure the customers about the services that are being offered which will be provided

to them in time and with same quality and quantity as mentioned.

External Marketing Internal Marketing Interactive Marketing

Making the
Enabling the
Delivering the

promise promise promise

Company - Customers Company - Employees Employees - Customers

Sheidy Yudhiasta, S.Pd., M.Par