Jetairways
INTRODUCTION
Background of the study:-
Service Marketing
Services include all economic activities whose output are not a physical product, are generally consumed at the time it is produced, and provide added value in forms that are intangible concerns of its purchaser.
Philip Kotler has defined Service Marketing as:
“Any act or performance that one party can offer to another, that is essentially intangible and does not result to the ownership of anything. Its production may or may not be tied to a physical product.”
Service Marketing Triangle
Company
External Marketing
– Making Promises
CustomersProducer
The services marketing triangle shows the 3 interlinked groups that work together to develop, promote and deliver services. Between the three points of triangle there are three types of marketing that must be successfully carried out for a service to succeed – external and interactive marketing. All these activities resolve around making and keeping promises to customers. For services all three types of marketing activities are essential for building and maintaining relationships with customers.
External Marketing – Making Promises
Through its external marketing efforts a company makes promises to its customers regarding what they can expect and how it will be delivered.
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 interact with the organization and the service is produced and consumed. Promises are kept or broken and the reliability of service is related every time the customer interacts with the organization.
International Marketing – Enabling Promises
Service providers must have the skills, abilities, tools and motivation to deliver. They must be enabled. Promises are easy to make
Background of the study:-
Service Marketing
Services include all economic activities whose output are not a physical product, are generally consumed at the time it is produced, and provide added value in forms that are intangible concerns of its purchaser.
Philip Kotler has defined Service Marketing as:
“Any act or performance that one party can offer to another, that is essentially intangible and does not result to the ownership of anything. Its production may or may not be tied to a physical product.”
Service Marketing Triangle
Company
External Marketing
– Making Promises
CustomersProducer
The services marketing triangle shows the 3 interlinked groups that work together to develop, promote and deliver services. Between the three points of triangle there are three types of marketing that must be successfully carried out for a service to succeed – external and interactive marketing. All these activities resolve around making and keeping promises to customers. For services all three types of marketing activities are essential for building and maintaining relationships with customers.
External Marketing – Making Promises
Through its external marketing efforts a company makes promises to its customers regarding what they can expect and how it will be delivered.
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 interact with the organization and the service is produced and consumed. Promises are kept or broken and the reliability of service is related every time the customer interacts with the organization.
International Marketing – Enabling Promises
Service providers must have the skills, abilities, tools and motivation to deliver. They must be enabled. Promises are easy to make