“…Various researchers (Bowersox et al 1999;Lambert et al, 1999) have also highlighted that successful partnerships and relationship integration throughout the supply chain have the potential to render efficiencies, profits and service. With reference to logistics, the focus of the literature is on traditional measures of customer service such as availability, timeliness and delivery quality (Morris & Carter, 2005;Dahistrom et al, 1996;Emerson & Grimm, 1996;Mentzer et al, 1989). Though these measures are mostly related to delivery, other criteria such as those related to manufacturing unit's evaluation in the areas of customer relationship and communication (Simpson et al, 2002), and manufacturing unit-distributor relationships can be added to evolve more comprehensive measures of customer service.…”