The Impact of Product, Price, Promotion and Place/Logistics on Customer Satisfaction and Share of Business: A Multi-Industry Analysis
Speaker
Abstract
| Customer service has been a topic in marketing and logistics research for over four decades. Yet, logistics is generally viewed as a cost center in most organizations. Cost and asset reductions are a main focus for bottom line enhancement. As such, there is little consideration for revenue generation through superior logistics service. The focus of this research is to develop a model that shows the contribution of logistics relative to the other components of the Marketing Mix across several industries: health care, electronics, plastics, circuit board, and golf. |
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The data were gathered from surveys of purchasing managers on a range of factors used to select and retain suppliers, which can be summarized into one of the four categories of the Marketing Mix: product, price, promotion/personal selling and place/logistics. Outcomes are measured with evaluations of overall customer satisfaction and share of business. The data analysis was performed with structural equation modeling. |
| The results should provide evidence whether superior logistics service has customer satisfaction and revenue implications, even when considered in conjunction with the other parts of the Marketing Mix. Determining if this is indeed the case is one motivation for this dissertation. Another goal is the assessment of a generalizable model of customer service that holds across several samples from multiple industries. |
| Contact information: |
| Dr. K.J. Roodbergen |
