Developing Customer Service Policies

Abstract

Customer service levels are seen as the linchpin of an effective marketing logistics strategy for any company. Careful consideration is given to the components of customer service and each element is examined to identify its cost and revenue aspects. Segmented customer service policies are reviewed and taxonomic criteria proposed. The trade‐offs within the total logistics mix which are concomitant with changes in service offered are examined. Equally, a distinction is drawn between subjective service levels (i.e., displayed availability at point‐of‐purchase/use) and objective service levels. Control procedures to monitor the operational management of service levels decided upon are enumerated and procedures for interpreting customer complaints described. Experimental approaches are proposed by which managements can seek to move towards more cost effective service policies.

Measuring service quality trade-offs in Asian distribution channels: A multi-layer perspective

“…Although the importance of customer service in marketing channels is generally acknowledged by marketers, the views on what is actually meant by customer service are quite divergent (Christopher & Wills, 1974;LaLonde & Zinszer, 1976;LaLonde et al, 1988;M entzer et al, 1989;Rakowski, 1982;Rinehart et al, 1989;Sterling & Lambert, 1989). Tucker (1983) distinguishes two major approaches to conceptualizing customer service on the basis of the nature of customer service elements included: (1) the physical distribution, i.e.…”

Channels of Distribution Conceptualisation: A State‐of‐the Art Review

“…In effect he is saying that efficient physical distribution can be a significant factor in achieving sales penetration. Several studies have reflected this distribution service orientation, [see for example 43,45,57,86,133,140,151].…”