The role of extranets in delivering customer service

Within supply chain management customer service has long been recognized as a key driver of positive evaluation and future demand. However, metrics continue to emphasize operational flows, largely paying lip service to service outcomes. Emergent models of inter-organizational collaboration demand a relationship-based approach, of which service is a key component. Extranet technology emerges as eminently suited to the task, with recent literature suggesting that companies employing extranets offer a better level of customer service than those who do not. The current empirical study of I.T. distributors in Greece confirms service as a differentiator - perceived levels of service are higher where extranets are exploited. Overall, findings suggest that information about operational flows is valued highly, whether or not extranets are employed in its provision. The cost of establishing and maintaining extranets emerges as a barrier to participation. It appears, therefore, that within this particular context, though service is recognized as an essential component of supply chain management, operational metrics remain paramount to distribution partners.