Customer support: A cross‐industry study of distribution channels and strategies

Customer support, such as equipment maintenance and repair, is an essential element in the successful marketing of a wide range of products, from computer systems to domestic appliances. Consequently, companies need to establish and maintain appropriate channels for high‐quality customer support; either as a part of their own operations or through third parties. This paper describes an exploratory investigation of the distribution channels and customer support strategies of five manufacturing businesses, using case study methodology. The results show the key role that customer support plays in various industries and illustrate the types of decisions companies make on how to provide high‐quality support for their customers. These findings have implications for managers in all industries where customer support is important, as they provide insights on how different channels and strategies affect the quality and efficiency of customer support.