An Assessment of Service Marketing Triangle: The Case of Bunna Insurance S.C.

Abstract

The purpose of this study is to find the extent of making accurate promises that reflect the service actually delivered, accuracy of promises made in promotion, selling and giving the desired attention. Ensuring service tangibles accurately reflects the type and level of service provided, using market research to determine source of derived customer expectation and their requirement, and educating customers to create awareness or to have better understanding about the performance through different promotion tools (Integrated Marketing Communication). Data were collected from the customers of Bunna Insurance by questionnaire and from the marketing manager by interview questions. The sampling technique employed in this research was non probability, convenient sampling. Data were analyzed by using table and percentage. The findings revealed that the company uses service marketing triangle to build relationship between company, employee and customers. The study results revealed that service marketing triangle highly contributed for customer satisfaction. In the external element side, customers were satisfied because they got service as promised and on time. In the interactive element side customers were satisfied because of the employee’s professional service, employees’ willingness to listen to whatever they said and willingness to help with the problem they face. In addition, in the internal element side employees have done better per job performance because of the motivation they had from the company and could make the customer satisfied.