Know What The Service Marketing Triangle Is All About

The Services Marketing Triangle (or Services Triangle) depicts the key players in the marketing of a service business. It also depicts the major marketing activities that take place between those actors.

Before we get into the model, it's important to understand that we're only interested in service marketing. The model does not apply to products. We define services based on the following criteria:

Intangible: You can’t see, taste, or touch them.

Inseparable: You can’t separate production from consumption.

Perishable: You can’t save, store, or return them.

Heterogeneous: Since they are unique, you can’t mass produce them.

Hotel rooms, flights, and health club membership are examples of services.

Promises are used in the marketing of service businesses. These are the promises we make to customers and whether or not we keep them. The Services Marketing Triangle is a strategic visual model. It emphasizes the significance of people in a company's ability to keep promises.

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