Servicio Logístico al Cliente: Generador de Ventajas Competitivas

Abstract

Several studies have indentifyied the area of Customer Service as the main factor for organizations to obtain competitive advantages. It has even been considered more important than factors such as: Quality and Product appearance, Cost reduction, Price and Commercial Conditions. This paper outlines the results of research project performed to explore the different ways of dealing with Logistics, specifically in the case of Logistic Customer Service. Through an empirical study of 15 medium to large size manufacturing firms in Cali, (Colombia) we identifyied the ways in which leading companies mange Customer Service. The findings provide evidence about the important role that Logistics is playing nowadays and to suggest some guidelines for the Customer service area, as a key factor to enhance the firm competitiveness.