SU 10: Illustrate and Interpret The Services Marketing Triangle

Question 1

• Illustrate and interpret the services marketing triangle

Answer 1

The service marketing triangle is based on three main role players, namely the company, its employees and its customers.

> Internal Marketing (Company to Employees) – create a positive work environment and ensures that their employees are knowledgeable and motivated by training them to keep them updated on new products, customer service techniques and company policies.

> External Marketing (Company to Customers) – Snappy Chef uses their website to advertise to their audience, focusing on their low pricing and accessibility (convenient store locations).

> Interactive Marketing (Employees to Customers) – employees are trained to assist customers to find products quickly and efficiently, and to assist them by addressing any of their inquiries.

Question 2

• There are various aspects that a company needs to focus on in internal branding

Answer 2

• the internal branding strategic processes
• the 5 Cs of internal branding
• the brand citizenship behaviour

Question 3

• Internal branding strategic processes

Answer 3

• Internal communications: refer to processes and methods that are utilised by companies or entities to relay information, feedback or ideas among its employees and executives
• Training support: is any form of help through systematic processes and resources offered to employees by the organisation to aid employees in acquiring the necessary skills, knowledge or training that they need to perform the job effectively
• Leadership practices: are actions taken by leaders to guide, motivate and provide support for their teams.
• Reward and recognition programmes: are there to acknowledge and reward employees for their dedication, hard work and behaviours that align with the goals and vision of the organisation
• Recruitment practices: are methods used by the organisation to ensure that they select the most suitable candidate for the vacant position
• Sustainability factors: are initiatives that are aimed at minimizing the environmental impact of certain activities and promoting social responsibility within the organisation

Question 4

Name the 5 Cs of internal branding

Answer 4

> clarity - maintain clear internal communication among all its employees. Effective communication is crucial for creating a cohesive and understanding work atmosphere.

> commitment - ensure that its employees are engaged by consistently delivering on its promise of affordability, quality, and accessibility to its target audience.

> connection - establish a strong connection with local communities through initiatives

> consistency - maintain a consistent brand image, shops must operate following the same set of guidelines and brand message

> championing - helping employees build a connection and understanding of the brand’s core mission and direction can make them resonate with and actively advocate for the brand. This can be achieved through incentives.

Question 5

Illustrate the employee brand commitment pyramid

Answer 5

1. commitment to the brand
2. brand related information
3. commitment to the job
4. technical information