CUSTOMER SERVICE – THE IMPORTANT GOAL OF LOGISTICS

This paper presents the connection between logistics and customer service. The customer service is one the most powerful elements available of the organization in the search competitive advantage, but the least well managed. The message of this article is that performance of customer service depends the skill with the logistics system designed and managed. The output of all logistics activity is customer service. The customer service is the most important means of gaining and maintaining differentiation in the marketplace. Approaching the customers and providing some quality services, based on the individual needs of the customers might contribute to the earning and maintenance of the competitive advantage of the enterprise. Decreasing the costs, finding the factor/service which keeps the customer fidelity, realizing a new product are modalities of differentiation of the enterprise’s for its competitors. The logistics can play a key role in increasing customer satisfaction and enhanced customer retention.