PREFERENCE FOR SUPPLIER WHEN SUPPLIER AND CUSTOMER PERCEPTION OF CUSTOMER SERVICE LEVELS DIFFER

An empirical analysis of the relationship between supplier-customer di fferences (dissenous) in the perception of customer service levels and customer preference for supplier is described. The results of chi-squ are and correlation analysis of data collected from a sample of grocer y distribution channel dyads demonstrate the need to separate normativ e levels and actual levels of customer service during the study of thi s relationship and underscore the importance of taking into considerat ion the magnitude as well as the direction of dissensus.