Service Marketing Triangle Pdf

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• Interactive marketing is the most important part of the service marketing triangle because it establishes a long term or short term relations with customers. Strategic Implications of the services marketing triangle: • Company should more concentrate on customer satisfaction rather than its own convenience. 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. The Services Triangle: A Key Concept for Marketing Intangibles This is a copy of the remarks given to the City of Austin Seminar on Marketing a Restaurant. The concepts are applicable to any service-based company.

This study explores multilevel relationships between employees and visitors within 25 theme parks in Taiwan. The adapted constructs with corresponding items of interactive, internal, and external marketing were developed based on the service marketing triangle theory and previous literature. The results show that interactive marketing influences visitor satisfaction and behavioral intentions; internal marketing influences interactive marketing, and moderates the effect of interactive marketing on satisfaction; external marketing influences satisfaction; and satisfaction affects behavioral intentions. This study demonstrates that examining the influence of cross-level service marketing on internal and external customer satisfaction is crucial to the operational success of theme parks.

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Service Marketing Triangle Pdf Download

KEYWORDS: Theme park, service marketing, interactive marketing, internal marketing, external marketing