Abstract
In assessing international marketing endeavours, it is essential to understand customer services as a function of the logistics structures of global organisations. Users form idiosyncratic perceptions of service, and these ultimately influence the survival of the organisation‐customer relationship. The process by which users form impressions of an organisation′s services and its apparent service deficits must be understood. Perceptions of service can vary on a global basis. An attempt is made to develop a framework that accounts for such variation as well as provide general guidance regarding user perceptions and misperceptions of customer service.
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