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CUSTOMER ACCOMODATION
Learning outcomes
At the end of this lecture, students should be able to
Define who customer is
Understand the four genetic service outputs theories developed by Bucklin
Understand the role of a customer service
Understand the fundamental attributes of customer service
Understand element of customer service
Who is the Customer?
From perspective of the total supply chain End user of product in consumer market Company is customer in business market
From perspective of specific firm within a supply chain.
Intermediate customer organizations exist between the firm and end users
From perspective of a logistics manager Any delivery location
• For example, consumer home’s, retail / wholesale businesses, receiving docks of manufacturing plants and warehouses
CUSTOMERFOCUSED MARKETING
Marketing Concept
This concept is build on four fundamental ideas:
Customer needs and requirements are more basic than products or services
Different customers have different needs and requirements
Products and services become meaningful only when available and positioned from the customer’s perspective
Volume is secondary to profit
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