Furthering the integration of marketing and logistics through customer service in the channel

Article Abstract:

Recent emphasis on customer service in both the academic and trade literature reveals a growing but confusing body of knowledge. Both the marketing and logistic disciplines have offered varying definitions of customer service, but have failed to offer a comprehensive framework which represents customer service and its related marketing and logistics issues. This article offers the viewpoint that customer service is a conceptual unifying factor for integrating marketing and logistics. The channel system is introduced as the vehicle by which buyer-seller relationships must be analyzed to understand formation of buyer expectations, interaction of marketing and logistics activities, and subsequent customer service performance. The institutional, behavioral, and physical dimensions of channel activity influence many of the marketing and logistics decisions made by management. The framework offered by this article differs from previous efforts in that customer service is the output of the unified activities of marketing and logistics. It considers marketing and logistics decisions jointly, re-evaluates and expands the production function in logistics, and ties customer service to customer satisfaction or dissatisfaction. (Reprinted by permission of the publisher.)

Marketing, Customer service, Logistics, Business logistics

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Organizing and managing channels of distribution

Article Abstract:

During the past three decades, tremendous strides have been made in our understanding of how firms should organize and manage their channels of distribution. Still, we have barely touched the surface of all the managerial issues that need to be addressed. A variety of research needs still exist regarding constructs and issues examined in prior channels research. Furthermore, many issues of managerial importance relating to the organization and management of channels of distribution have received no attention in empirical research. The purpose of this article is to provide a perspective on how channels research should proceed in the future to promote the most progress. It is hoped that the article will help to shape the future direction of marketing thought with regard to channels of distribution and its fundamental domain. (Reprinted by permission of the publisher.)

Distribution Channels, Market Research

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A value exchange model for the channel of distribution: implications for management and research

Article Abstract:

The article examines the channel relationships that can be used to quantify and evaluate the channel relationships for both economic and non-economic bases. The model is based on theories of economics, management, and behavioral sciences. A technique that can be used to measure the channel member perceptions of the exchanges of values, with implications for both research and management, is examined.

Economic aspects, Distribution of goods, Distribution (Commerce)

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