Customer and Non-Customer Perceptions of Third Party Services: Are They Similar

Dan Sarel, Walter Zinn

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


Competitive performance analysis typically relies on customer service surveys. This research highlights the importance of systematically including non-customer input to customer service surveys. Findings indicate that perceptions of customers and non-customers both on service importance and on firm performance can be significantly different. This research also examines the special requirements needed to apply results of customer service surveys in Latin America. Finally, a method for the simultaneous evaluation of multiple competitors is recommended. Strategies for developing competitive advantage based on the findings are discussed.

Original languageEnglish (US)
Pages (from-to)12-22
Number of pages11
JournalThe International Journal of Logistics Management
Issue number1
StatePublished - Jan 1 1992

ASJC Scopus subject areas

  • Business and International Management
  • Transportation


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