Abstract
Drawing on insights from the extant service‐quality literature (which is dominated by an end‐consumer focus), this paper examines customer service in business‐to‐business markets. It first presents a typology of seller‐customer links and discusses the domain of customer service in business‐to‐business contexts. It then develops a research agenda by identifying a variety of issues pertaining to the scope, measurement, and potential impact of customer service in such contexts. It is hoped that this agenda will stimulate further discussion on the role of customer service in business and industrial marketing, and motivate much‐needed research on this topic.
Published Version
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