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市场营销和物流文献中的定义

英文论文网随着商业环境的不断变化，例如市场日益全球化，需求更加苛刻的客户等，组织难以仅凭传统的营销组合变量有效地进行竞争。长期客户保留被认为是关系营销的关键目标。仅仅向顾客出售的概念正在被有效服务所取代(Parasuraman 1998)。客户服务已被证明会显着影响组织的绩效。高水平的客户服务可以影响采购决策。英文论文网提供良好的客户服务已被视为构建可持续竞争优势和维护组织客户的一种方法(Bolumole et.al 2003)。

在英文论文网营销领域中，客户服务被定义为“通过产生对产品的认知来促进拥有效用，提供一种机制，例如价格，买卖双方可以通过该机制进行交易，并且通常为产品提供后续服务和保证“(艾默生和格里姆1996年，第29页)。另一方面，物流客户服务被视为与库存移动和存储的各个方面相关，包括原材料采购，在制品库存协调和成品库存交付(Dilger 1997)。它被定义为组织物流系统的输出，它代表了物流系统在创造时间和地点效用方面的表现，衡量其满足现有客户和吸引新客户的能力(Bolumole et.al 2003)。 Tucker(1994)将文献中的客户服务研究分为两类，即实物分配方法和市场导向方法。研究人员在这些方法中研究了以下不同的领域。

物理分配方式：

通过为不同类型的客户提供不同的客户服务包(Hutchinson和Stolle 1968)

顾客服务活动的重要性以及顾客服务组合对购买决策的影响(Perreault and Russ 1973)

客户服务活动在不同行业之间以及单个公司中个人之间的相对重要性(LaLonde和Zinszer，1976)

客户服务态度和配电系统设计变量之间的关系(Zinszer 1976)

顾客服务的战略性质及其与其他职能领域的接口(Christopher，Schary和Skjott-Larsen，1979)

营销导向的方法：

供应商和顾客感知的客户服务的重要性(Hopkins and Bailey 1970; LaLonde and Levy 1977; Levy 1978，Tucker 1980)

客户对供应商和客户所感知的客户服务的满意度(LaLonde和Levy 1977; Levy 1978; Tucker 1980)

Tucker(1994)得出结论认为，英文论文网客户服务的物理分布导向只是在产品，地点，促销和价格的营销组合中认识到“地点”维度。营销方法包括所有四类营销组合中发生的活动。此外，物流配送主要涉及为分销渠道中的下一个成员提供的服务。另一方面，营销导向涉及整个销售渠道。然而，每种方法通过采用不同的措施对企业产生不同的努力效应。更重要的是，Tucker(1994)强调了这两种方法的差异及其在客户服务研究和客户服务管理方面的相对优势和劣势。

只有欣赏差异是不够的。英文论文网根据Christopher(1986)的观点，希望获得竞争优势的组织必须通过将战略层面的分销，市场营销和制造整合在一起，而不是单独查看。客户服务成为“连接物流和市场营销流程的主线”。克里斯托弗不是唯一持有这种观点的作者。 White和Pearson(2001)认为组织应该更善于整合生产系统的各个阶段;从原材料采购到转型和分销流程到最终客户的物流管道的所有功能必须整合，为客户提供全面的产品价值。同样，Ballou(2006)将物流客户服务定义为与向客户提供产品或服务相关的过程的绩效(输出)。更重要的是，物流客户服务是多维的，由多个变量组成，其中每个变量对于各个客户细分可能具有不同的重要性，这取决于产品或服务，它们的位置，竞争环境以及它们的特定服务需求。

Definition in marketing and logistics literatures

With the ongoing changes in the business environment, for example, increasing globalization of market, more demanding customers, etc, it’s difficult for organizations to compete effectively on the basis of traditional marketing mix variables alone. Long-term customer retention is believed as the key aim of relationship marketing. The concept of merely selling to customers is being replaced by serving them effectively (Parasuraman 1998). Customer service has been shown to significantly impact the performance of an organization. High level customer service can influence purchasing decision. Providing good customer service has seen as a method of building a sustainable competitive advantage and maintaining customer for the organization (Bolumole et.al 2003).

In marketing area, customer service is defined as “facilitate possession utility by creating awareness of the product, offering a mechanism such as price, by which the buyer-seller exchange can take place, and often offering follow-up service and warranty on the product” (Emerson and Grimm 1996, p. 29). On the other hand, logistics customer service is seen as related to all aspects of inventory movement and storage, including acquisition of raw materials, coordination of work-in-process inventory, and delivery of finished inventory (Dilger 1997). It’s defined as the output of the organization’s logistics system and represents a measure of the logistics system performance in creating time and place utility, measuring its ability to satisfy existing customers and attract new ones (Bolumole et.al 2003). Tucker (1994) grouped customer service research in the literatures into two classifications, the physical distribution approach and the marketing orientation approach. Different areas as following have been looked at by researchers in these approaches.

Physical distribution approach:

savings achieved by providing different customer service packages to different types of customers (Hutchinson and Stolle 1968)

the importance of customer service activities and the effect of the customer service mix on the purchase decisions (Perreault and Russ 1973)

the perceived relative importance of customer service activities across industries and between individuals in a single company (LaLonde and Zinszer 1976)

the relationship between attitudes towards customer service and distribution system design variables (Zinszer 1976)

the strategic nature of customer service and its interface with other functional areas (Christopher, Schary, and Skjott-Larsen 1979)

Marketing orientation approach:

the importance of customer service as perceived by suppliers and customers (Hopkins and Bailey 1970; LaLonde and Levy 1977; Levy 1978, Tucker 1980)

the customer’s satisfaction with customer service as perceived by suppliers and customers (LaLonde and Levy 1977; Levy 1978; Tucker 1980)

Tucker (1994) concluded that the physical distribution orientation to customer service recognizes only the “place” dimension in the marketing mix of product, place, promotion and price. The marketing approach includes the activities occurring in all four categories of the marketing mix. Furthermore, physical distribution orientation is primarily concerned with services provided to the next member in the channel of distribution. The marketing orientation, on the other hand, is concerned with the entire channel of distribution. However, each approach has different effort effects on companies by using different measures. More important, Tucker (1994) emphasized the appreciation of the differences of the two approaches and their relative strengths and weaknesses in customer service research and customer service management.

Only appreciating the differences is not enough. According to Christopher (1986), organizations wishing to gain a competitive advantage must do so by integrating distribution, marketing, and manufacturing at the strategic level rather than viewing them separately. Customer service then becomes the “thread that links the logistics and marketing processes”. Christopher is not the only author holding such opinion. White and Pearson (2001) suggest that organizations should become more adept at integrating all phases of their production systems; all functions along the material flow pipeline, from the acquisition of raw materials through the transformation and distribution process to the final customer must be integrated to provide total product value for customers. Similarly, Ballou (2006) defined logistics customer service as the performance (output) of the processes associated with providing a product or service to customers. More importantly, logistics customer service is multi-dimensional, consisting of many variables, each of which may have different importance to various customer segments depending on the product or service, their locations, competitive setting, and their particular service needs.

本英文论文网研究的客户服务基于上述定义，本文不仅限于纯粹的物流区域的客户服务，而是考虑到营销等其他因素。