The Service Marketing Triangle: Three Elements Of The Marketing Model

As employees are crucial to the service delivery, it is important that the organisation hires, trains, motivates their employees successfully, and retain these employees in order to produce a quality product/service. The Service Marketing Triangle highlights three other elements of the marketing mix. These are the internal marketing, the external marketing and the interactive marketing. The aspect that emphasises the employee’s role in the service delivery is the interactive marketing as this is the stage where the customer interacts with the service employees and the overall organisation. The interactive marketing depends solely on the customer-employee interaction during the service encounter. The customers will expect the employees to be
They can be considered part of the product, part of the marketing and act as organisational specialists (Cited from: In-class Notes, 2017). The Clock Gate Tower ensures that their employees fit each of these roles effectively. They are part of the product as storytellers who guide the visitors through the attraction explaining the history of the tower. They are part of the marketing as they provide accurate, knowledge information and satisfy the customers so therefore receive positive feedback from the visitors, which could lead to positive word-of-mouth communications or positive reviews of the attraction and therefore generate more marketing for the organisation. Finally, they act as organisational specialists as they know every aspect of the attraction as well as the historical and technological elements to provide the customer with the best service experience they can. Therefore, it is evident that the employees of the Clock Gate Tower play a vital role in delivering the service to the
There is an opportunity for them to develop loyalty scheme, however, to build customer relationships and encourage loyalty to retain these visitors. This would also enable the organisation to keep up-to-date with the market trends, as well as gain valuable information about the customer and gain important feedback from the visitors. It will also allow them to identify any failures and resolve these issues faster, and also keep track of any organisational progress that is