Outsourcing of customer relationship management: implications for customer satisfaction

被引：5

作者：

Graf, Michael ^{[1
]}

Schlegelmilch, Bodo ^{[2
]}

Mudambi, Susan ^{[3
]}

Tallman, Stephen ^{[4
]}

机构：

[1] OMV, Vienna, Austria

[2] WU Vienna, Int Mkt Management, Augasse 2-6, A-1090 Vienna, Austria

[3] Temple Univ, Philadelphia, PA 19122 USA

[4] Univ Richmond, Richmond, VA 23173 USA

来源：

JOURNAL OF STRATEGIC MARKETING | 2013年 / 21卷 / 01期

关键词：

CRM; outsourcing; customer satisfaction; transaction costs;

D O I：

10.1080/0965254X.2012.734844

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

If knowledge about customers is a central driver of strategic marketing success and customer relationships lie at the heart of a firm's competitive advantage, why do many firms outsource aspects of customer relationship management (CRM)? This paper addresses this question by developing a conceptual model based on transaction costs economics (TCE), tests it with a cross-industry sample of managers, and draws out the implications for theory and practice. TCE-based antecedents explain most, but not all, CRM outsourcing decisions, with the resource-based value of the firm (RBV) and real options theory offering potential explanations for relationship between CRM outsourcing and technical uncertainty.

引用

页码：68 / 81

页数：14

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