Abstract
Retail florists' performance ratings of services provided by wholesale growers, wholesale florists, and grower-shippers/brokers were factor-analyzed to yield a hierarchical classification of customer service in floral distribution. Nine customer service factors were identified and three major independent classes of customer service were defined, including 1) physical distribution, 2) marketing, and 3) product quality services. Florists rated the performance of suppliers' physical distribution services higher than marketing and product quality services. Florists' perception of physical distribution and product quality services did not vary across type of supplier, but for marketing services, florists rated wholesale growers higher in performance than wholesale florists. The hierarchical classification of customer service and service performance profiles provide the floral industry with relevant market information for the successful development and effective implementation of customer service programs.
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