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Research paper

Determining a cost-effective customer


service level
Mariah M. Jeffery
SCM Operations Analytics, IBM Global Business Services, Fairfax, Virginia, USA
Renee J. Butler
Department of Industrial Engineering Technology, Southern Polytechnic State University, Marietta, Georgia, USA, and
Linda C. Malone
Department of Industrial Engineering and Management Systems, University of Central Florida, Orlando, Florida, USA

Abstract
Purpose – The purpose of this paper is to provide an approach for determining inventory levels that result in a minimum cost customer service level for
specific products based on their demand characteristics and profit margin.
Design/methodology/approach – The paper uses logistic regression to quantify the relationship between customer service level and inventory
on-hand in relation to forecasted demand, as well to estimate the impact of factors such as forecast accuracy, customer lead-times, and
demand variability on this relationship. It then performs financial analysis in order to associate a cost with customer service level.
Findings – Empirical results based on data from a semiconductor manufacturer indicate significant cost-savings can be achieved by applying the
proposed method over the organization’s current ad hoc practices.
Research limitations/implications – The minimum cost customer service level identified via the methodology is based on values of dynamic factors
that are specific to the time when data were collected. Therefore, frequent updating is necessary to ensure the customer service level remains close to
the minimum cost. Future research could identify the ideal frequency for updating inventory levels based on cost minimization and production stability.
Originality/value – This research presents an inventory management methodology for organizations with variable, non-stationary demand. In
contrast to much of the current inventory modeling literature, in which service level goals are selected in an ad hoc or a priori manner, this research
determines an ideal (minimum cost) customer service level from the supplier’s perspective based on products’ unique characteristics.

Keywords Customer services quality, Customer service management, Inventory management, Cost effectiveness, Electronics industry

Paper type Research paper

Introduction unclear as to the ideal customer service level to strive for and
the amount of inventory required in order to achieve it. In
Supply chain management offers great potential for practice, service level and inventory goals are often set based
organizations to reduce costs and improve customer service on experience, without using a scientific approach. According
performance. In today’s competitive market, companies are to Ettl et al. (2000, p. 216):
pressured to achieve high customer service levels with fewer [. . .] a common problem for asset managers is not knowing how to quantify
resources (i.e. inventory, expedited shipments, and overtime). the trade-off between service levels and the investment in inventory required
Additional pressures of increased product variety, shorter to support those service levels.
product life cycles, and shorter desired delivery times have
made it increasingly difficult to achieve high service levels Lee and Billington (1993, p. 2), in a paper about material
with limited resources. management in decentralized supply chains, identify the
The customer service level (percent of orders which evaluation of the tradeoff between inventory investments and
customers receive on time) an organization provides to its customer service levels as an area needing future research:
customers is one of the most important factors of an To properly assess a supply chain in terms of its inventory investment, one
needs to determine the optimal level of inventory needed to support a service
organization’s success. However, management is typically target, given the nature of the supply chain, and then compare it with the
level in the chain. This assessment can only be possible with a model that can
relate inventory investments throughout a supply chain with its customer
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service performance, given the unique characteristics and environment of
www.emeraldinsight.com/1359-8546.htm that supply chain.

Additionally, dynamic factors such as forecast accuracy,


Supply Chain Management: An International Journal demand variability, and order lead-time compound the
13/3 (2008) 225– 232
q Emerald Group Publishing Limited [ISSN 1359-8546]
uncertainty surrounding the inventory and service level
[DOI 10.1108/13598540810871262] relationship. Because of the non-stationary nature of these

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factors and demand, the ideal inventory and customer service variable with product variety, competition and demand
levels will change with time. Therefore, it is important for uncertainty as independent factors. In contrast to our
organizations to understand the impact of these factors in research, where demand is independent of availability,
order to react to changes effectively as well as to understand availability of inventory in retail is the primary determinant
where to focus efforts to improve delivery performance. of demand. Our work is also similar to Keizers et al. (2003),
The primary goal of this paper is to provide a process for where logistic regression is used to identify factors that affect
addressing the following questions: delivery performance in a job shop environment. The authors
.
For a given product, what is the customer service level develop a tool for supporting planners in making decisions,
that will maximize profit (minimize cost), and how much and identify characteristics of orders and processes that may
inventory should be held in order to achieve it? be insufficiently considered when scheduling production. A
.
What is the impact of forecast accuracy, demand major difference between these two regression-based
variability, and order lead-time on the relationship approaches and ours is that neither of these prior works
between inventory and customer service level, and what evaluates the tradeoff between inventory and cost.
is the appropriate reaction to changes in these factors? In summary, much of the traditional inventory modeling
literature makes simplifying assumptions that are invalid in
The balance of this paper is organized as follows. The next complex environments such as the semiconductor industry,
section provides a brief background on supply chain where demand is variable and non-stationary. Further, service
management and inventory modeling. The following section level goals used in the literature often may not result in the
describes the approach for identifying the relationship ideal tradeoff between inventory and customer service
between inventory, customer service level, and cost in an performance. In the next section, we present an approach
empirical study. We present results in the penultimate section, for determining a cost-effective customer service level for
and the final section contains our concluding remarks. specific products based on their unique characteristics and
customer requirements, and for identifying the inventory
Supply chain management and inventory required to achieve this service level under changing
modeling background conditions. While our method is developed and applied
using data from the semiconductor industry, our goal is to
There is a great deal of literature on multi-echelon supply provide a framework that can be applied by supply chain
chain inventory models. However, many inventory models are practitioners in a multitude of disciplines to establish cost
not well suited for some of today’s complex supply networks. effective customer service and inventory levels for their
In much of the literature, demand is considered to be unique products by following the methodology outlined in
stationary (Graves and Willems, 2000; Cachon and Zipkin, this article.
1999; Monahan, 1984), while many products experience non-
stationary demand. Addressing non-stationary demand is one
Process for determining a cost-effective customer
of the most important extensions to this research.
Another area we address is determining the appropriate service level
service level goal based on product characteristics, while in The fundamental question in this research is to understand the
much of the inventory modeling literature, service level goals relationship among customer service level, inventory, and
are selected arbitrarily. Some models have an objective to additional factors: order lead-time, variability of demand, and
minimize costs (or inventory) in the supply chain, subject to forecast accuracy. To accomplish this, logistic regression is
service level constraints (Towill and Del Vecchio, 1994; Liu employed using delivery performance of orders as the
et al., 2004; Inderfurth and Minner, 1998), while others quantitative response variable in order to analyze the impact of
maximize service level with cost or inventory constraints these variables on supply chain performance. Additionally, to
(Lagodimos, 1992; De Kok and Verrijdt, 1995). A third further understand the financial impact of these factors, a
approach is to reflect the relative importance of cost and corresponding cost equation is developed. These two steps are
customer service level with weights chosen by a decision- used to determine the cost effect service level and the
maker (Sabri and Beamon, 2000). The problem with these corresponding inventory level. The steps are shown in Figure 1.
models is that the constraints or weights are determined a In the remainder of this section, we discuss the details of the
priori. Even with using sensitivity analysis on these developing the logistic regression model, the service level cost
parameters, it is difficult to achieve the optimal service level equation, and finally determining the cost-effective customer
with these approaches. service level and corresponding inventory level.
Gupta and Maranas (2003) capture the trade-off between
customer service level and cost using stochastic programming. Case study
The range of inventory and service levels resulting in the Intel Corporation, a large semiconductor manufacturer, is
minimum cost is found by employing a Monte Carlo sampling used for the case study. Two similar product families
method with hundreds of scenarios of randomly generated consisting of a total of 18 products are selected for the
demand. While our objective is the same, our approach uses study. Each product group is produced at a volume of
regression modeling of historical rather than simulated data to approximately 10 million units per year and only products in
explore the relationships between inventory and factors in the the mature stage of their product life cycles are studied.
supply chain, a novel approach in inventory models. Challenges associated with inventory management for these
Our methodology is closely related to that of Dubelaar et al. products include highly variable demand, short lead-times
(2001), who develop a regression model using retail data in requested by customers coupled with long production lead-
order to explore the relationships among inventory levels, times, high inventory holding costs, and inaccurate demand
service (availability) and sales. Inventory is the response forecasting.

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Determining a cost-effective customer service level Supply Chain Management: An International Journal
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Figure 1 Process for establishing a cost-effective inventory and customer service level

Logistic regression modeling other factors considered on the relationship between


Regression analysis provides a means to determine the inventory and delivery performance.
relationship between our dependent variable, delivery The response for both model classes is a binary variable
performance, and the independent variables under indicating whether each order was late or not late (on time or
consideration. Unlike ordinary least squares regression, early), which takes the value of 1 if order i is late and 0
logistic regression allows one to model a binary dependent otherwise. The resulting logistic model indicates the
variable, in our case delivery performance of orders (Keizers approximate probability of a late delivery under specific
et al. 2003). inventory levels and, in the case of the insight models,
We collected over 5,000 data points for each of the two demand characteristics.
product groups for our logistic regression models, with each Inventory is used as an independent variable in both
data point representing one order. Data were collected over a model classes. However, the inventory level is typically
time period of one year, and includes order-specific data such correlated with the demand forecast, which can be seen
as order lead-time and on-time delivery performance as well from both the Economic Order Quantity formula and the
as data related to conditions at the time of order delivery common industry practice of setting the inventory target to
including inventory storage levels, forecast accuracy, and a specified number of weeks of anticipated demand.
variability of demand. Therefore, instead of using the inventory level directly, the
Using these data, we develop two classes of logistic models, inventory levels are scaled by the forecasted demand,
“planning” and “insight”. The purpose of the planning creating the independent variable, “weeks of inventory,”
models is to quantify the historical relationship between (WOI). WOI can be defined as follows:
inventory and delivery performance to be used in future
model development. We develop these models for each of the Inventory on hand
WOI ¼ :
18 products as well as an aggregate model for each product ðDemand forecast for next 13 weeks=13Þ
group. The insight models are developed for each product
group as opposed to each individual product because the Ultimately, the goal of the planning model development and
purpose of these models is to understand the effects of the subsequent cost analysis is to determine the target value of

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Determining a cost-effective customer service level Supply Chain Management: An International Journal
Mariah M. Jeffery, Renee J. Butler and Linda C. Malone Volume 13 · Number 3 · 2008 · 225 –232

WOI that results in an ideal service level for each product One must recall that the equations shown in the table
individually. represent non-linear relationships where the response
Model fitting is done according to the maximum likelihood variable, Yn, represents a logit (the natural log of the odds
method. For more details on this procedure, the reader is ratio) of p, the probability of a late delivery. The formula for
referred to Hosmer and Lemeshow (2000). After determining the logit is as follows:
the relationship between inventory and customer service level  
for each product, we examine the impact of order lead-time, p
logitð pÞ ¼ log :
forecast error, and demand variability (measured by the 12p
coefficient of variation of monthly demand) on this
relationship by creating three insight models for each Using simple algebra and logarithm manipulation, one can
product. Our original intent was to develop a single model solve for the customer service level for the period of interest.
containing each of these factors so their interactions could be We plot the resulting models for one of the product groups
studied. However, a high degree of multicollinearity among to visually show these relationships in Figures 2-4, holding
the variables (i.e., when demand variability decreases or order customer service level at a constant 90 percent while varying
lead-time increases, forecast error typically decreases) the two independent variables. For the second product group,
indicated by the variance inflation factors meant that the the graphs are similar and therefore, are not shown.
effect of individual variables could not be reliably discerned The insight analysis is an important aspect of determining
from the resulting model. Therefore, three insight models are an inventory and customer service level goal for two reasons.
created including WOI and one of the additional independent Since it identifies the effects of factors that have a significant
variables to examine each factor individually. The variables impact on an organization’s customer service level, the
for each product group n included in the two model classes appropriate reaction to changes in these factors can be
are shown in Table I.
We apply a logarithmic transformation to each of these Figure 2 Effect of order lead-time on inventory/service level
three variables to improve model fit. relationship
Assessing the models’ goodness of fit is not straightforward
because logistic regression lacks a universally accepted model
diagnostic (Hagle and Mitchell, 1992). We first assess model
fit by ensuring that each of the eight models passes the
Hosmer and Lemeshow goodness of model fit test at the 0.05
significance level, indicating that the model’s estimates fit the
data acceptably (Hosmer and Lemeshow, 2000). Additionally,
we compare the max-rescaled R-square value (similar to R-
square in ordinary least squares regression) against a
validation dataset. The regression equations for both
product groups with their validation max-rescaled R-square
values, which we consider to be sufficiently close to the initial
scores to proceed, follow in Table II.

Table I Variable coding scheme and descriptive statistics


Code Variable Formula Avg value Max. value Min. value s
Xn1 Weeks of inventory (WOI) (weeks) Inventory on hand/(Demand for forecast for next 13 weeks/13) 4.2 13.2 0 1.8
Xn2 Forecast errora (%) abs(Forecasted demand 2 Actual demand/Actual demand) 28 372 0 23
Xn3 Order lead time (days) Requested delivery date 2 Order placed date 24 272 0 19
Xn4 Coefficient of variation of demandb s of demand for Product i/m of demand for Product i 0.48 0.93 0.34 0.17
Notes: a Forecast error is measured one month in advance of order fulfillment; b Coefficient of variation of demand is measured over the previous three-month
period

Table II Regression equations and validation results


Product group Model Max-rescaled R-square Validation MR R-square
1 Y1 ¼ 0:8068*X11 0.544 0.492
1 Y1 ¼ 0:389*X11 2 1:195*logðX12 Þ 0.571 0.527
1 Y1 ¼ 0:021*X11 þ 0:057*logðX13 Þ 0.645 0.603
1 Y1 ¼ 0:288*X11 2 1:638*logðX14 Þ 0.583 0.551
2 Y2 ¼ 0:6705*X21 0.512 0.477
2 Y2 ¼ 0:639*X21 þ 1:053*logðX22 Þ 0.548 0.522
2 Y2 ¼ 0:028*X21 þ 0:279*logðX23 Þ 0.688 0.602
2 Y2 ¼ 0:274*X21 2 1:815*logðX24 Þ 0.653 0.607

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Determining a cost-effective customer service level Supply Chain Management: An International Journal
Mariah M. Jeffery, Renee J. Butler and Linda C. Malone Volume 13 · Number 3 · 2008 · 225 –232

Figure 3 Effect of demand variability on inventory/service level about the mean. The table shows that of the three insight
relationship variables, X3 (order lead-time) has the most significant effect
on customer service level based on its distribution.
The insight analysis can be applied to product families or
individual products. Grouping of products is often done for
analysis purposes if the costs and other characteristics are
similar (Gupta and Maranas, 2003). The time required to
perform the analysis must be weighed against the expected
cost savings resulting from individual products’ inventory
targets. We find that in general, unless a product is produced
in low volume and demand is predictable, individual
inventory targets are justified.

Service level cost analysis


After developing equations relating inventory and customer
Figure 4 Effect of forecast error on inventory/service level relationship service level, we develop a cost equation in order to quantify
the cost of providing a given service level. This equation
includes both inventory holding costs and the cost of lost
orders when a stock-out occurs. Therefore, the cost of
achieving a given customer service level for a single period,
C(SL), can be expressed as:

CðSLÞ ¼ Inventory units=period*Inventory Holding Cost=unit

þ Expected Lost Sales units=period*Profit Margin=unit: ð1Þ

The cost of holding inventory is composed of warehousing


costs, product obsolescence (the decrease in the value of
products from the time they are manufactured until sold), the
opportunity cost of investing in inventory, and scrap of
obsolete products. These values, which have been estimated
previously at Intel, range from a total of 20 percent to 40
determined as well. This is necessary because the relationship percent of the total variable production costs by product.
between inventory and customer service level identified via The cost of lost orders is based on a study of customer
the planning models is based on specific values of these surveys in the semiconductor industry by Sonnet (2004).
dynamic factors found in the historical data. This analysis can When asked to indicate their likelihood to wait for products if
also assist organizations with evaluating the cost versus benefit a stock-out occurs, customers indicate they will purchase an
of potential improvement efforts. For example, the order lead- alternative product from the same company or wait for the
time analysis can be used to determine the additional desired product approximately 80 percent of the time, while
inventory required to quote shorter order lead times to they buy from the competition the remaining 20 percent of
customers, or conversely, appropriate price incentives to offer the time.
customers for purchasing further in advance. Below we develop the cost equation for a given customer
Table III shows the customer service level at three levels of service level. The following notation is used in the cost
the four variables we consider using data for Product Group equation:
2. The three levels represent each variable’s mean and the t ¼ period index;
upper and lower limits of a 50 percent confidence interval i ¼ product index;
SLit ¼ service level (percent of orders delivered when
requested) for product i in period t;
Table III Sensitivity analysis on variables WOIit ¼ units of inventory of product i held during period t
divided by weekly forecasted demand;
Service level Service level Service level
Fit ¼ average weekly forecast for product i during period t
X1 X2 (%) X3 (%) X4 (%)
(units);
2.8 0.17 88.17 7 74.45 0.34 82.83 Dit ¼ average weekly demand for product i during period
2.8 0.23 86.44 24 79.81 0.48 79.06 t (units);
2.8 0.65 78.80 47 82.36 0.69 74.47 Pi ¼ variable production cost for product i;
4.2 0.17 92.78 7 79.64 0.34 87.84 Ri ¼ revenue for one unit of product i; and
4.2 0.23 91.66 24 84.14 0.48 84.96 Hit ¼ inventory holding cost as a percent of variable
4.2 0.65 86.50 47 86.24 0.69 81.36 production cost for product i in period t.
6.3 0.17 96.68 7 85.87 0.34 92.97 The inventory holding costs for a given product and a single
6.3 0.23 96.13 24 89.18 0.48 91.19 period, IHCit, can be expressed as:
6.3 0.65 93.55 47 90.69 0.69 88.88
IHCit ¼ H it P i avgðWOIit ÞF it : ð2Þ

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Determining a cost-effective customer service level Supply Chain Management: An International Journal
Mariah M. Jeffery, Renee J. Butler and Linda C. Malone Volume 13 · Number 3 · 2008 · 225 –232

By applying Sonnet’s findings and (2) to (1), the cost of levels differ considerably with only a slight difference in ideal
achieving a customer service level for a given product i in service levels.
period t, C(SLit), can also be written as: For the 18 products evaluated, we find that the ideal service
level ranges between 88.1 percent and 99.0 percent, which is
C ðSLit Þ ¼ H it P i avgðWOIit ÞF it þ 0:2ð1 2 SLit ÞDit ðRi 2 P i Þ: achieved by holding between 3.6 and 6.5 weeks of finished
goods inventory. For each product, a range of 0.4 weeks to 1.2
By approximating the actual demand with the demand
weeks exists over which the cost is within one percent of the
forecast, this equation becomes: minimum. Planning to a range of inventory levels rather than
CðSLit Þ ¼ F it ½H i P i avgðWOIit Þ þ 0:2ð1 2 SLit ÞðRi 2 P i Þ : ð3Þ a specific target allows fewer adjustments to production levels
and therefore, less overall supply chain variability. More
research is needed to evaluate the trade-off between
production variability and the cost of inventory and stock-
outs, and potentially determine a cost penalty factor for
Cost-effective customer service level results changing production levels.
The considerable difference in ideal inventory and service
After determining equations for customer service level and its
levels across the 18 products is due to differences in profit
cost, we generate plots of both measures at various levels of
margin, inventory holding costs, and the three dynamic
weeks of inventory (WOI) in order to determine the minimum
factors we evaluate. For some products, these results are
cost inventory and service level for each of the 18 products we
drastically different than the current inventory management
study. Results for two of these products are shown below in practice of holding four weeks of finished inventory for each
Figures 5 and 6. Expected values and 95 percent confidence product, which typically results in a lower than ideal service
limits for the customer service level are shown on the primary level. Potential cost savings for these 18 products range from
y-axis, while the secondary y-axis represents the cost for the negligible to a 42 percent reduction in total inventory and
customer service level calculated using (3). The cost axis is stock-out costs. For one particular product with an annual
not labeled due to confidentiality. volume of approximately 2.5 million units, the potential
For the product evaluated in Figure 5, the ideal service level is annual cost reduction exceeds $5 million (a 34 percent
93.8 percent, which is achieved by storing 3.6 weeks of reduction), assuming the calculated inventory level is optimal
inventory, although a range of 3.2-3.8 weeks of inventory for the entire year. Since we have applied hindsight
results in a cost that is within 1 percent of the minimum. Over evaluations (past data) to future planning, the actual cost
this range, incremental increases in inventory holding costs savings may differ if changes take place in the three dynamic
are approximately offset by decreases in lost sales. For the factors considered. However, these changes can be
product shown in Figure 5, a 95.3 percent service level is compensated for by adjusting the inventory level according
ideal, which is achieved by storing 5.2 weeks of inventory to the results of the insight analysis. Frequent reassessments
(with 4.6-5.6 weeks resulting in a cost within 1 percent of the of the ideal inventory level will allow the service level to
minimum). A higher service level is ideal for the second remain close to optimal, resulting in significant cost
product because the profit margin is higher, resulting in a reductions compared to current practices. The insight
higher penalty for lost sales. Additionally, the second analysis can assist practitioners with determining the
product’s demand is more variable, which causes a lower amount of such adjustments. From Figures 2-4 and (1), as
customer service level to be achieved when holding the same order lead-time decreases, the amount of inventory required
amount of inventory. Thus, the two products’ ideal inventory to achieve a given service level (and therefore, the cost of

Figure 5 Relationship between inventory, cost, and customer service level for Product 1

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Determining a cost-effective customer service level Supply Chain Management: An International Journal
Mariah M. Jeffery, Renee J. Butler and Linda C. Malone Volume 13 · Number 3 · 2008 · 225 –232

Figure 6 Relationship between inventory, cost, and customer service level for Product 2

achieving this service level) decreases. Since inventory holding stock-outs, which leads to the determination of a minimum cost
costs are weighed against the cost of lost sales to determine an customer service level. While it is intuitive that the ideal service
optimal service level, the optimal service level increases as level increases with profit margin and order lead-time and
order lead-time increases. Similarly, the optimal service level decreases with inventory holding cost, demand variability, and
decreases as forecast error and demand variability increase. forecast error, the effect of these factors is difficult to isolate and
The insight analysis and cost equations can also be used to understand. Our proposed methodology quantifies the degree to
determine price incentives to give to customers to minimize which these factors affect the relationship between inventory and
variability or increase order lead-time. The sales department customer service level and incorporates this knowledge into
may choose to offer substantial discounts to customers when inventory management strategies. This removes the ambiguity
inventory is above the target in order to reduce demand from the determination of customer service level and inventory
variability, or give incentives to customers to place orders in goals. Additionally, the methodology reflects the way many
advance at regular intervals, with additional units available at organizations plan their inventory levels in practice by
a higher price. By determining a baseline cost for a customer considering inventory in relation to the dynamic demand
service and inventory level from (3), identifying the expected forecast.
change to the customer service and inventory level using the The authors recognize that in the semiconductor industry
insight equations, and using these values in (3) to determine a and many others, inventory is stored in multiple echelons in
new expected cost, one can determine the value of addition to a finished-inventory warehouse. We originally
improvements to variable factors and therefore, the intended to include semi-finished inventory as an
appropriate incentives to offer to customers. independent variable in our study. However, our initial
models included multicollinearity between variables and
autocorrelation across time periods. As a result, we decided
Conclusions to narrow the focus of our study to finished inventory and
In order to maintain a competitive advantage, organizations customer echelons. The cost savings we have identified for
must adopt supply chain management practices that satisfy increasing order lead-time, and/or reducing demand
customers in a cost-effective way. We provide a process that variability and forecast error are likely underestimated due
organizations can use to determine a near optimal (minimum to the potential to reduce inventory in other echelons of the
overall cost) customer service level from the supplier’s supply chain, which is amplified by the bullwhip effect.
perspective. We present empirical results from the The results of our case study indicate significant differences in
application of the methodology to a world-class widths of the near-minimum cost inventory range across the 18
semiconductor manufacturer, which show a substantial cost- products considered. In a subsequent article, we examine
savings can be achieved over the organization’s current ad hoc whether more production control is necessary to avoid heavy
inventory management practices. We feel that our approach stock-out penalties or inventory holding costs for products with a
can provide similar benefits in other industries, particularly smaller minimum cost range. We also explore the effect of the
where demand is non-stationary. Practitioners in these degree of control on inventory and stock-out costs and
industries can follow our proposed methodology to establish production stability in multiple supply chain echelons.
cost effective customer service and inventory levels for their
unique products. However, they may choose to focus on other
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Determining a cost-effective customer service level Supply Chain Management: An International Journal
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Corresponding author
Keizers, J., Will, J. and Wessels, J. (2003), “Diagnosing order
planning performance at a navy maintenance and repair Mariah M. Jeffery can be contacted at: mjeffery@us.ibm.com

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