5. How Do We Develop Customer Service Strategies?

Abstract

In most product/market situations logistics service will be a key element in a company's marketing mix — as important in its effects as say, advertising or price. Like any other marketing activity the provision of this service will cost money and therefore the company must be concerned with a quantification of the costs and benefits of the various levels and type of service available. Given that service offered implies customers' costs absorbed, will the customer response be worthwhile?

Citation

(1988), "5. How Do We Develop Customer Service Strategies?", International Journal of Physical Distribution & Materials Management, Vol. 18 No. 2/3, pp. 19-22. https://doi.org/10.1108/eb014677