Customer Service: A Competitive Covenant

Customer service is a prerequisite 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 marketeers with a differential advantage and a strong hedge against competitive pressures at home and abroad are presented.