While this framework for customer satisfaction is relatively straightforward, the implications for building a customer service platform in logistics are not. To build this platform it is necessary to explore more fully the nature of customer expectations. What do customers expect? Hoe do customer form these expectations? What is the relationship between customer satisfaction and customer perceptions of overall logistics service quality? Why do many companies fail to satisfy customer, and why are so many companies perceived as providing poor logistics quality? If a company satisfies its customers, is that sufficient? The following sections provide some insights to these critical questions.