Service Triangle Performance of Fast Foods Firms in Zimbabwe: The Employee-Customer Perspective

Abstract

Abstract: Services marketing requires a balanced position and performance of internal marketing, external marketing and interactive marketing as they help to create a strong fit among employees, management and customers in a triangular (people) relationship. The mixed feelings of society on the treatment of employees by fast food firms in the background of intensifying competitive pressure among players made this study critical and urgent. The study on the service triangle performance of fast food firms was carried out using a positivist cross sectional survey that comprised 104 customers and 61 employees. The study indicated that internal marketing and external marketing activities done by managers were generally ineffective, while the interactive processes between employees and customers were rated as effective and well done.  The study recommends the fast food firms to improve their employee related issues and link the communicated service and the delivered service.