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Outsourcing of customer relationship management: implications for customer satisfaction / created by Michael Graf, Bodo B, Schlegelmilch, Susan M, Mudambi and Stephen Tallman

By: Contributor(s): Material type: TextTextSeries: Journal of Strategic Marketing ; Volume 21 , number 1,Abingdon: Taylor and Francis, 2013-Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): Online resources: Summary: 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.
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Item type Current library Call number Vol info Status Notes Date due Barcode
Journal Article Journal Article Main Library - Special Collections HF5415.13 JOU (Browse shelf(Opens below)) Vol.21, No.1, pages 68-81 Not for loan For in-house use only

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.

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