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Unit 6: Service Quality
Notes
Figure 6.2: The Service Triangle
The
Service
Strategy
The
Customer
The
The People
Systems
The framework has the following six relationships:
The service firms strategy must be communicated to its consumers: This would not only apprise
the consumer about the firms service product and its distinguishing features but also about its
commitment for delivery.
Example: Industrial Development Bank of India (IDBI) announces subscription is open
for its deep discount, infrastructure, and other tax saving Bonds - all under a catchall name of
Flexi Bonds. In its advertisements and through press conferences, the Bank would seek to make
it very clear about the corpus fund; its utility, and most important of all, the benefits and safety
of the instruments.
The service strategy also needs to be communicated to the firms employees: This would ensure
transparency, eliminating misunderstandings and aid in sincerity of commitment percolating
down the management levels.
Example: Continuing with the example of IDBI, the bank has to educate its officers,
channel partners like share brokers and investment consultants about the bonds, its features and
benefits.
Notes When SAS was in deep trouble, its CEO tried to revitalize the organisation
by re-energizing the employees.
As soon as we received permission from the board, we distributed a little red book
entitled Lets get in there and fight to all 20,000 employees. This gave staff, in very
concise terms, the information about the companys vision and goals that the board and
top management already had. We wanted everyone in the company to understand the
goal: we couldnt risk our message becoming distorted as it worked its way through the
company.
The new energy at SAS was as a result of the 20,000 employees all striving towards a
single goal every day.
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