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

Service Marketing Triangle
Image Source: Chegg Forum

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:

  1. Product Marketing: Promotion of products and services that create value for customers.
  2. Service Marketing: Promoting self-service, and its value to customers.
  3. 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!

How to Apply the Service Marketing Triangle

Service marketing is a real thing, but it has been largely ignored in the past.

As I’ve written elsewhere, we tend to think of service as something that comes from other people: we talk about deliverables, customer service, and content as “services” rather than products.

The service marketing triangle is a dynamic model for how businesses create and deliver services. Three arms are involved:

  • The First arm is the customer (individual), who needs a product or service that meets their needs.
  • The Second arm is the brand (company), which needs to be relevant enough for consumers to choose it over their competitors, even if it is not their first choice.
  • The Third arm is the distribution system (organization), which will distribute the product or service if it cannot meet the needs of its customers.

Helping the Technological Changes

A few weeks ago I wrote a blog about the service marketing triangle. Here are the key points:
There are three groups:

It also means working hard at networking with all three parties, so that when you launch, everyone knows about it.

And that means coordinating your launch with others so that each launch helps everyone along and each other keeps everyone else honest about what your product can do for them.

The three groups in the Service Marketing Triangle

The service marketing triangle includes the service buyer, service provider, and service user.

The three groups in the triangle are very important in building a strong relationship between the service provider and the service user.

The buyer (eg, your customer) is there to buy your products or services. The provider (for example, your team) is there to do a good job of delivering it.

Users (you don’t want to forget that you should also join them on this front) are there to use it and use it in a meaningful way to improve their lives.

The triangle has three roles within it:

• The first role is the role of buyers: they are buying your products or services for themselves or others (eg, family, friends).

• The second role is that of a supplier: they provide goods and services to you as part of their work or business.

• Finally, some users use your products/services either officially or unofficially on an ongoing basis to improve their lives by using them.

What should you pay attention to in terms of what you do and how? Should you focus on “product-market fit”? Or should you focus on “scaling”? Or should you focus on providing value to customers?

All three are valuable in marketing, but each requires different skills and approaches. We will discuss each briefly below:

1) Product-market fit – focusing more on building strong relationships with the product versus customers;

2) Scaling – focusing more on scaling vs building relationships with customers;

3) Value Exchange – more focused on value than relationship-building;

4) Customer Engagement – focusing more on building goodwill than on selling something;

5) Customer branding – focusing more on building brand loyalty rather than selling something;

6) The Service Marketing Triangle is a dynamic model – where three interconnected groups work together to develop, promote and deliver services…

There are many benefits to this: There are many ways value can be created from every dollar spent by providing an excellent customer experience; Multiple ways to achieve sales growth quickly without having to invest a lot of capital from outside investors Etcetera.

The role of each group in the Service Marketing Triangle

The Service Marketing Triangle is a model we’ve discussed quite a bit here, and one that has been popularized by the Lean Startup movement. It’s simple:

  • Service Marketing: When we are building our product, we need to be thinking about how it can be used by others.
  • Product Marketing: Whenever possible, we should create products that can solve problems for other people.
  • Selling: We should sell our product to people who need those products.

This model is a good fit for startups in the early stages of their development.

The benefits of service marketing are numerous, and they have made their way into many successful startups.

This is not to say that service marketing is the only way to go, but it certainly has its place.

While I generally recommend services outside of the startup context to my clients, this model allows them to both develop a product and engage with customers (Traditional marketing) at once

The service marketing process, or the four Ps

The marketing triangle in service marketing is a framework used by companies in marketing, to understand the business needs of customers. This framework is used as a Planning tool to make the best use of resources and reduce costs.

The triangle represents three interlinked groups (customer, provider, and the company) that work together to develop, promote and deliver service to the satisfaction of the customer.

3 arms of service marketing triangle

The service marketing triangle involves 3 types of marketing:

 marketing triangle in service marketing
Image Source: Marketing91.com

How the SMM makes it easier to integrate marketing

The concept of the Service Marketing Triangle (SMT) is not a new one, nor is it much talked about. But nowadays, it is quite often mentioned and I am curious to know what you think about it.

First of all, the SMT was first proposed by the late Bob Lefkowitz in his seminal book “The New Marketing” and has since been adopted by many other books, articles, case studies, and other sources as well. In short, the SMT says that:

• The key to effective service marketing is to always try to be the best at both creating a great product and making that product attractive enough to be used by a large enough number of people.

• A piece of information can be successful only if it’s promoted with an appropriate amount of effort on both sides – from the company’s side as well as from its customer side.

• Effective Service marketing means that your customers will tell you about their experience and how you can help them get better service from you; they will tell you about their experience so that others might know what they have done for you and how valuable your support is for them; they will tell others about your product so that others could make use of it too.  And finally, they will tell others so that everyone would know about this great product which makes them happy – why? Because it works for them!

Only if we do everything possible to deliver on our core values (which means also delivering on SMT) can we be sure our brand loyalty remains intact over time 🙂 Ultimately whether or not we remain loyal depends

FAQ [frequiently Asked Question]

  1. What is the service marketing triangle explained with example?

    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.
    Example:
    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.

  2. How to Apply the Service Marketing Triangle?

    The service marketing triangle is a dynamic model for how businesses create and deliver services. Three arms are involved:
    The first arm is the customer (individual), who needs a product or service that meets their needs.
    The second arm is the brand (company), which needs to be relevant enough for consumers to choose it over their competitors, even if it is not their first choice.
    The third arm is the distribution system (organization), which will distribute the product or service if it cannot meet the needs of its customers.

  3. Who develops the service triangle?

    As per the Service Marketing Triangle, three sorts of showcasing should be completed effectively for an assistance association to succeed.
    Christian Gronross created Service Marketing Triangle, one of the most famous key models for fostering a general showcasing procedure

  4. Why service marketing triangle is important?

    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.

  5. What is service triangle?

    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).

  6. What are The role of each group in the Service Marketing Triangle?

    The Service Marketing Triangle is a model we’ve discussed quite a bit here, and one that has been popularized by the Lean Startup movement. It’s simple:
    Service Marketing: When we are building our product, we need to be thinking about how it can be used by others.
    Product Marketing: Whenever possible, we should create products that can solve problems for other people.
    Selling: We should sell our products to people who need those products.

  7. What Is the 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.

  8. How the SMM makes it easier to integrate marketing

    The concept of the service marketing triangle (SMT) is not a new one, nor is it much talked about. But nowadays, it is quite often mentioned and I am curious to know what you think about it.
    • The key to effective service marketing is to always try to be the best at both creating a great product and making that product attractive enough to be used by a large enough number of people.

Summary & Conclusion

There are three interconnected groups that work together to develop, promote and deliver services. These are customers, service providers, and customer service organizations.

The customer is the primary target of any service marketing campaign. The needs of the customer drive his decision-making process, so it follows that a successful marketing campaign must be able to meet those needs.

A service provider is the part of a solution or service that provides or enables customers to access their desired results.

‣ I hope friends, through this article, I have given you information about The Service Marketing Triangle, You must have got the information. So share your suggestions with us.

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