CUSTOMER SERVICE COMPETITION IN BUSINESS TO BUSINESS AND INDUSTRIAL MARKETS: MYTHS AND REALITIES Available to Purchase

In business to business marketing, customer service offers firms the opportunity to differentiate themselves from competitors and thereby establish a competitive edge. However, competing on the basis of customer service presents its own problems in the area of effectively segmenting markets and dealing with the free‐ride phenomenon. This article reviews the premise of customer service competition. The findings are integrated into a set of guidelines for the organization contemplating the use of customer service as a competitive tool.