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Services Management
Notes 10.3.3 Service Triangle Marketing Model
It is said that services marketing is a game of “promises” played amongst three entities engaged
in the service transaction. The three entities in a service transaction are:
Figure 10.3: The Services Triangle Marketing Model
The Company
This is the organisation that has dreamed up the service product, and its various benefits. It
offers the service product to the customer to achieve its service goals to the customers.
Example: East India Hotels, which owns and manages the Oberoi brand of hotels, offers
expensive accommodation, entertainment, leisure, etc. for the upper crust of society.
Autoriders have collaborated with Avis/Hertz-Rent-A-Car to provide a fleet of cars for rental
usage to corporate and well-heeled individual customers.
The Customer
The customer is the one who wants his needs and desires satisfied. He will do so by consuming
the service product.
Example: Romesh Bhandari wants a loan to purchase a car. He gets a loan from ICICI
Bank at a certain rate of interest.
The Sharma family is bored and therefore goes to Essel World on a public holiday. They have a
grand time.
The Provider
They are the internal customers of an organisation who invariably complete the service transaction
on behalf of the company. They are mostly employees, but also include franchisees, channel
partners, distributors, wholesalers, retailers, etc.
Example: Andromeda is the largest Direct Sales Agent (DSA) for Citibank and successfully
sells its multibrand cards successfully.
Karvy Consultants and LIC, Reliance, etc. are other examples for this.
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