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Airline

The document discusses the service triangle of marketing, internal operations, and customer interactions in delivering promises to customers. Marketing communicates promises to customers to generate awareness and sales, while internal operations must enable these promises through employee training and processes. Customers then experience the "moment of truth" during each interaction where the organization and employees can deliver on promises or not, defining the perceived value and quality of the service.

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Khiles Engineer
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41 views2 pages

Airline

The document discusses the service triangle of marketing, internal operations, and customer interactions in delivering promises to customers. Marketing communicates promises to customers to generate awareness and sales, while internal operations must enable these promises through employee training and processes. Customers then experience the "moment of truth" during each interaction where the organization and employees can deliver on promises or not, defining the perceived value and quality of the service.

Uploaded by

Khiles Engineer
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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SERVICES: A GAME OF PROMISES

Organization

Internal marketing Enabling promises

External marketing Making promises

Providers

Customers

Interactive marketing Keeping promises

The service triangle is the part of the service delivery process. Simply put, the marketing department communicates a promise to the customer; this creates awareness, expectations, and influences the ultimate purchase decision. However, in order to deliver this promise, it is essential for the organization to build When the provider of internal customers and finally, the delivery of the promise is affected by the the service is operational employees who become an integral part of the marketing interacting with the process, through their interaction with the customer while delivering the customers he is promise. keeping promises.
Here all aspects of quality or lack of it are perceived .

The marketing process as described above has a fundamental impact on the Moment of truth which is basically every moment when the customer interacts with the organization or an employee (provider) during the marketing process.

In the service industry, expectations are created by the promise .Expectations may also be influenced by prior experience, opinions of friends and associates or on the image of the organization. Every customer walks into a moment of truth with an expectation. So it is really the moment of truth that defines value for a customer.

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