DOI
10.1080/0965254X.2012.734844
Abstract
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.
Document Type
Article
Publication Date
12-19-2012
Publisher Statement
Copyright © 2026 Informa UK Limited
Recommended Citation
Michael Graf, Bodo B. Schlegelmilch, Susan M. Mudambi & Stephen Tallman (2013) Outsourcing of customer relationship management: implications for customer satisfaction, Journal of Strategic Marketing, 21:1, 68-81, DOI: 10.1080/0965254X.2012.734844
