Measuring service quality trade-offs in Asian distribution channels: A multi-layer perspective

In international marketing channels customer service has become an important factor in supplier and purchase decisions. In evaluating supplier performance several trade-offs are taken into account by actors operating at various channel levels. These are trade-offs among customer service elements and between customer service elements and costs. With the help of conjoint analysis, these trade-offs were analyzed for different layers of the Asian distribution system of a global marketer of fast-moving consumer goods. Results suggest that considerable differences occur with regards to the various perspectives on customer service between channel members.