In assessing international marketing endeavours, it is essential tounderstand customer services as a function of the logistics structuresof global organisations. Users form idiosyncratic perceptions ofservice, and these ultimately influence the survival of theorganisationcustomer relationship. The process by which users formimpressions of an organisations services and its apparent servicedeficits must be understood. Perceptions of service can vary on a globalbasis. An attempt is made to develop a framework that accounts for suchvariation as well as provide general guidance regarding user perceptionsand misperceptions of customer service.
International Journal of Physical Distribution & Logistics Management – Emerald Publishing
Published: Aug 1, 1991
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