Citation:
Keith Goffin, Customer support: A cross-industry study of distribution channels and strategies, International Journal of Physical Distribution & Logistics Management, 1999, Volume 29, Issue 6, pp374-398
Abstract:
Customer support, such as equipment maintenance and repair, is an essential
element in the successful marketing of a wide range of products, from computer
systems to domestic appliances. Consequently, companies need to establish and
maintain appropriate channels for high-quality customer support; either as a
part of their own operations or through third parties. This paper describes an
exploratory investigation of the distribution channels and customer support
strategies of five manufacturing businesses, using case study methodology. The
results show the key role that customer support plays in various industries and
illustrate the types of decisions companies make on how to provide high-quality
support for their customers. These findings have implications for managers in
all industries where customer support is important, as they provide insights on
how different channels and strategies affect the quality and efficiency of
customer support.