Discussion of the fuzzy model

According to the proposed model, the industry logistics customer service would increase permanently until it reaches 100 percent, which is not possible. To counteract that development, a disconfirmation of expectations has to be integrated which leads to a relative decrease of iudustiy logistics customer service (Oliver, 1980 460f. 2009 107f.). 

Besides customer expectation, perception has to be considered (Gupta Zeithaml, 2006 720). Usually customers need time to notice improvements in a company s logistics customer service, which delays their reaction (Pisharodi Langley, 1990 28). Therefore, the complete revenue-enhancement potential is not fully realized immediately after the implementation of a supply chain. This effect may be integrated in terms of a weighting factor for the revenue increase over time. 

Besides logistics customer service, the market product, promotion and price were relevant Actors that affect customer satis iction and enhance revenues (Lambert Stock, 1993). These fectors were not adequately considered within the introduced model. An increase in logistics customer service level often goes along with an increase in price, which also effects customer satisfaction in an inverted way (Homburg et al., 2009 36). To get a comprehensive approach, the 

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