Creative customer service management

Two approaches to customer service in physical distribution are discussed. These are the traditional physical distribution orientation approach and the more recent marketing approach. Each approach differs from the other in terms of the scope of activities it includes and thus, its relationship to the marketing mix; the types of measures used which affects modelling efforts; and the levels of generalizability across companies and industries. A deep understanding of these customer service approaches helps as a foundation for the formulation of creative management tactics for customer service.