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The paper focuses on three main issues. First, an attempt is made to define more clearly alternative approaches to the development of integrated distribution systems. There follows a discussion of some of the primary reasons or causes for increased management interest in effective distribution during the 1950s and 1960s.

Survey analysis of retail florists in the midwestern United States and floral mass marketers, nationally, identified 18 major services provided by floral suppliers for their retail customers and quantified the retailers' perceived importance of the services. Product quality maintenance, order/delivery reliability, product availability, response to problems, and personnel courtesy were rated by retailers as the five most important services provided by floral suppliers. Retail florists viewed the importance of the 18 services with primary and secondary concerns, whereas mass marketers largely viewed the services as equally important. Mass marketers perceived services related to product marketing, packaging, labeling, and communication/order information services with greater importance than retail florists. The service profiles provide floral suppliers with market information to develop more effective service programs targeted for specific customer segments.

Retail florists' performance ratings of services provided by wholesale growers, wholesale florists, and grower-shippers/brokers were factor-analyzed to yield a hierarchical classification of customer service in floral distribution. Nine customer service factors were identified and three major independent classes of customer service were defined, including 1) physical distribution, 2) marketing, and 3) product quality services. Florists rated the performance of suppliers' physical distribution services higher than marketing and product quality services. Florists' perception of physical distribution and product quality services did not vary across type of supplier, but for marketing services, florists rated wholesale growers higher in performance than wholesale florists. The hierarchical classification of customer service and service performance profiles provide the floral industry with relevant market information for the successful development and effective implementation of customer service programs.