TY  - BOOK
AU  - Graf,Michael
AU  - Bodo,B
AU  - Schlegelmilch
AU  - Mudambi,Susan M.
AU  - Tallman Stephen
TI  - Outsourcing of customer relationship management: implications for customer satisfaction
PY  - 2013///-
CY  - Abingdon
PB  - Taylor and Francis
KW  - CRM
KW  - Outsourcing
KW  - Customer satisfaction
KW  - Transaction costs
N2  - 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
UR  - https://doi.org/10.1080/0965254X.2012.734844
ER  -