Customer service has long been recognised as the output of anorganisations logistics effort. There is some evidence that suggeststhat the types and levels of customer service desired are contingent ona particular industry or position within the marketing channel. Most ofthese investigations, however, have emphasised only regional or nationalrelationships. Logistics by its very nature has a significantinternational orientation and therefore it is necessary to understandthe role of customer service from an international perspective. However,it is not clear whether an international customer service policy isfeasible or for that matter even desirable. This article develops aframework for studying customer service across national boundaries.While it may be desirable to print warranties in local languages,measurable factors such as average delivery time and product tracingretain their traditional importance.
International Journal of Physical Distribution & Materials Management – Emerald Publishing
Published: Oct 1, 1989