The Role of Customer Service in Trade Promotion Decisions

Abstract

Trade promotions have become an important instrument in accomplishing supply chain objectives. The extensive use of trade promotions does not appear likely to fade in the immediate future. Results of a recent survey of independent grocery retailers are presented. The research examines the importance of customer service in influencing which vendor's trade promotions are accepted. Customer service was found to be highly important in promotion selection decisions.

Citation

Daugherty, P.J., Kasulis, J.J. and Glenn Richey, R. (2002), "The Role of Customer Service in Trade Promotion Decisions", The International Journal of Logistics Management, Vol. 13 No. 1, pp. 43-56. https://doi.org/10.1108/09574090210806351