Customer Service: Product Differentiation in International Markets Available to Purchase

Oligopolistic markets typically revert to some form of non‐price competition in order to differentiate their goods and services. Customer services that are associated with tangible product offerings present an opportunity for firms attempting to differentiate themselves. This article presents findings that suggest the stated preferences for customer services in selected customer markets is heterogeneous, thereby enabling providers of services to differentiate themselves according to the needs of existing market segments.