Providing customers with excellent customer service creates a competitive advantage. In order to establish this, a ‘total chain approach’ must be followed, starting with the consumer. In this paper the cut flower logistical chain is partly analyzed by focusing on the consumer. A model -of the evaluation of customer service by consumers has been developed. In the model both consumers' perceptions of customer service offered, and consumers' customer service expectations are assumed to affect perception of customer service quality, which, in turn, affects consumer satisfaction/dissatisfaction. Survey analysis of Dutch consumers, with roses as the product under investigation, was used to quantify the relationships in the model with regard to customer service provided by specialist retail florists. The relationships in the model were analyzed by means of regression analysis. The insights in the use of customer service as a marketing instrument, obtained from this study, can be used in order to develop effective service programs throughout the floral distribution channel.