A “world class” organization must provide high levels of logistics service quality to customers. Knowledge of customer expectations and an understanding of the firm's performance on logistics service attributes relative to competitors are vital to achieving service excellence. Research studies in four industries identify the most important logistics service attributes in business‐to‐business settings. There is consistency across industries in terms of the attributes considered most important by customers. Typically, vendors within an industry do not perform up to customer expectations, which provides the opportunity for a firm to gain a competitive advantage over industry rivals.