Customer Service in Industrial Marketing: Hedge Against Competition

William B. Wagner

15 citations0/0 files storedEuropean Journal of Marketing

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Service and Product Innovation

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.

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1984Buyer/seller relationships in international industrial markets 1978MANAGEMENT ACCOUNTING 1985Competition, Strategy, and Price Dynamics: A Theoretical and Empirical Investigation 1984International Purchasing: Characteristics and Implementation 1984Purchasing Performance Measurement and Evaluation 1982Do a value analysis of your customer base 1981Customer service as a marketing strategy 1984Rating industrial advertisements

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1993Changing Role and Relevance of Purchasing: Impact on Organizational Effectiveness

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