Abstract
Customer service represents a significant
opportunity for segmenting markets. This article
reviews the importance of customer service and
the conceptual issues associated with segmenting
industrial markets on the basis of customer
service. A methodology is presented which can
be used by managers to classify a market into
segments with different customer service needs.
Empirical results from a high-technology industry
are also presented. The article emphasises the
need to recognise the differing customer service
requirements of segments of customers when
establishing priorities for customer service
expenditures.