Customer Service in Industrial Marketing: Hedge Against Competition
Abstract
Customer service is a pre‐requisite for both developing and maintaining lasting buyer‐seller relationships. Long‐term benefits have been proved over time. As a strategic element of the marketing mix it is no longer dismissed on the basis of cost. Customer service issues involved, including the importance of evaluating the service‐price tag correctly, guarantee of supplies and transport are discussed, and actions required to provide industrial marketers with a differential advantage and a strong hedge against competitive pressures at home and abroad.
Keywords
Citation
Wagner, W.B. (1987), "Customer Service in Industrial Marketing: Hedge Against Competition", European Journal of Marketing, Vol. 21 No. 7, pp. 7-17. https://doi.org/10.1108/EUM0000000004702
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited