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Service Marketing Triangle and GAP Model in Hospital Industry
[journal article]
Abstract A service is any act or performance, one party can offer to another that is essentially intangible and does not result in the ownership of anything its production may or may not be tied to a physical product. Service includes all economic activities whose output is not a physical product or construc... view more
A service is any act or performance, one party can offer to another that is essentially intangible and does not result in the ownership of anything its production may or may not be tied to a physical product. Service includes all economic activities whose output is not a physical product or construction, consumed at the time it is produced and provides added value in forms (such as convenience, amusement, timeliness, comfort and health) that are essentially intangible and it concerns of its first purchaser. Service Marketing triangle shows three interlinked groups (customer, provider and the company) that work together to develop, promote and deliver service to the satisfaction of the customer. Service marketing involves three types of marketing: External Marketing, Internal Marketing and Interactive Marketing, while when it comes to GAP model than there are four potential gaps (Knowledge gap, Service design and standard gap, Service performance gap, communication gap) within the service organization. If we talk about importance of service marketing in the hospital industry so we come to know that break at any point whether it is in service marketing triangle or in GAP model can spoil relationship of hospital with the existing and potential customers.... view less
Classification
Management Science
Free Keywords
Marketing Triangle; Service Delivery; Service Design
Document language
English
Publication Year
2013
Page/Pages
p. 77-85
Journal
International Letters of Social and Humanistic Sciences (2013) 8
ISSN
2300-2697
Status
Published Version; peer reviewed