The Role of Buyer Trust in Outsourced CRM: Its Influence on Organizational Learning and Performance

Purpose: Company outsourcing of customer relationship management (CRM) functions is increasing (Kalaignanam and Varadarajan 2012). Although outsourcing CRM may provide financial benefits, the tasks of developing and utilizing the complex, cross-functional processes needed to gain enhanced customer knowledge from CRM may be more difficult when some or all CRM activities are outsourced. Trust in the information provided by the outsourced CRM supplier is vital. In this study, the authors examine the influence of buyer trust in its outsourced CRM supplier on cross-functional learning processes and firm performance within the buyer firm.

Methodology: Data were collected from a survey of marketing managers in 221 firms. LISREL 9.2 was used to assess convergent, discriminant, and nomologic validity using the two-step approach (Anderson and Gerbing 1988). Convergent and discriminant validity were evaluated in the measurement model phase, whereas the structural model provided an appraisal of nomologic validity.

Findings: The results provide evidence of buyer firm trust in the outsourced CRM supplier playing a critical role in the buyer firm’s success with information sharing, and both trust and information sharing strongly influencing information interpretation and information access in the buyer firm. All three organizational learning processes positively influence buyer firm customer satisfaction/retention and market performance.

Research implications: An important area for future research is the possibility of varying levels of trust needed for success with outsourced CRM depending on the buyer firm’s goals for its CRM system. It is possible that the simpler CRM functions could be outsourced effectively through efficiency strategies that do not require significant levels of trust, whereas the more complex CRM activities that affect organizational learning require more stringent coordination and inter-organizational development. Varadarajan’s (2009) cost versus quality classifications of outsourcing could be a useful starting point for this type of analysis. Considering the finding in this study that information sharing is critical for information interpretation and information access in the buyer firm, another area for future research is possible differences in the extent of information sharing required by firms that are outsourcing CRM versus those that conduct the CRM function in-house. One starting point could be possible differences in relevance among Maltz and Kohli’s (1996) factors affecting information dissemination.

Practical implications: For effective use of CRM data, it is important for buyer firms to develop trust in their outsourced CRM supplier. Managers can assist in this by communicating qualifications of the outsourced CRM supplier, such as any trade-specific certifications, awards, information about the supplier’s number of years in business, and examples of other companies the supplier has assisted. Managers can also help employees develop confidence in the supplier’s integrity by sharing the supplier’s code of ethics and serving as a champion for the supplier. In addition, firms engaged in outsourced CRM are encouraged to develop reward systems that motivate employees to build relationships with their counterparts in the supplier firm, and it would be useful for the buyer firm to help its employees understand the importance of the CRM outsourcing relationship to the buyer firm’s success. Finally, it is important for management to provide opportunities for interaction between the outsourcing partner and key buyer firm employees who will use the CRM data, to encourage effective processes in information sharing, information interpretation, and information access.

Contribution of the article: This article addresses the significance of outsourcing the CRM function and provides evidence that buyer trust in its CRM supplier is a critical factor in its utilization of CRM data for organizational learning and firm performance. It also demonstrates that effective sharing of information, cross-functional integration of customer data, and CRM information accessibility are critical for firm success.     

Do Eco‐friendly VMD and Store Reputation Increase Satisfaction of Retail Customers?

This study builds on previous research to investigate the effect of the benefits of eco‐friendly VMD (visual merchandising) on satisfaction as well as the effect of satisfaction on store attitude. This also testifies the moderating effects how the benefits of eco‐friendly VMD affect customer satisfaction by store reputation. A total of 363 responses were used to examine the process through which core benefits and relational benefits of retailers with eco‐friendly VMD affect psychological satisfaction and social satisfaction. This is a unique study offering empirical evidence that psychological and social satisfactions are the mechanisms through which benefits of eco‐friendly VMD lead to store attitude. Results indicate that information benefit and psychological benefit result in positive psychological satisfaction and social satisfaction, which in turn leads to positive store attitude in retail customers.     

The Impact of Foreign Direct Investments (FDIs) from Market Economies to Centrally Planned Countries

Despite the recent economic slump and subsequent reductions and fluctuations of investment ­activities undertaken by multinational enterprises (MNEs) in host markets, the overall volume of foreign direct investment (FDI) has significantly grown over the past three decades. The major proportion of the FDI flows from market economies to centrally planned countries, with the latter currently receiving huge amounts of inward FDI from the West. A representative example of this flow is China. China is often referred to as the factory of the world and/or the black hole of inward FDI. © 2016 Wiley Periodicals, Inc.     

Self-gifting as a therapeutic reward: motivational approach for self-gifting promotions

This study uncovers a motivational mechanism of self-gifting and argues for a therapeutic reward of self-gifting in the context of success. The effects of external motivation of achievement as the underlying antecedent of perceived sacrifice on inspiring materialistic self-gifting behavior are investigated. A total of 774 respondents participated in an online survey posted via the nationwide crowdsourcing web service (MTurk) in the US. The results revealed that extrinsic motivation, internal locus of achievement causality, perceived sacrifice and self-achievement evaluations are indicators for predicting material self-rewarding intention. Further practical and academic implications in marketing communications are discussed in this paper.     

华侨网络和对华投资特点浅析

目前,对华侨还没有统一的概念,但华侨的大量存在却是不争的事实,华侨投资在中国经济发展中的作用也是非常显著的.在华侨网络形成过程中,方言曾经起着非常重要的作用,并通过血缘、地缘和业缘紧密联系在一起.华侨对华投资往往与故乡有机结合,与香港企业共同投资,并充分利用中国政府的优惠政策,又有向北京、上海等中心城市扩展的趋势.     

Deriving joint space positioning maps from consumer preference ratings

Joint space multidimensional scaling maps are often utilized for positioning analyses and are estimated on survey samples of consumer preferences, choices, considerations, or intentions so as to provide a concise spatial depiction of the competitive landscape including relevant dimensions or attributes, competing brands, and consumers in the same joint space representation. Care has to be given concerning the underlying scale properties of such survey data so as not to distort the resulting joint space positioning map. We present a new joint space multidimensional scaling procedure for positioning analyses for displaying the structure in such survey data when such common ordered successive category measurement scales such as Likert, Edwards, semantic differential, etc., are employed. We present the technical details of this stochastic ordered preference multidimensional scaling vector model as well as the maximum likelihood estimation-based algorithm devised for parameter estimation. Favorable comparisons are made with several existent multidimensional scaling methods in representing the internal structure for such data in marketing positioning studies. An actual commercial positioning application concerning large sports utility vehicles consideration to buy judgments is presented with predictive validation comparisons with other multidimensional scaling joint space procedures.     

Line and HR executives' perceptions of HR effectiveness in firms in the People's Republic of China

This paper examines the differences in perceptions of the importance and effectiveness of human resources (HR) practices in firms operating in the People's Republic of China. The major finding is that while there are no significant differences between HR and line executives' perceptions of the importance of each functional area in human resource management (HRM), there are significant differences between line and HR executives' perceptions of the effectiveness of these areas. Line and HR executives both view the issue of securing, developing and maintaining human resources as a critical issue for the execution of daily operations and long-term strategic plans. However, line executives perceive HR performance effectiveness as significantly lower in these functional areas than HR executives do. Therefore, HR departments are not meeting the performance expectations of line executives. There are three possible reasons for the poor performance of HR departments. First, government intervention may limit HR departments' ability to act strategically. Second, HR departments may not have enough power to act strategically. Third, HR departments may have few capabilities to respond to line executives' demands.     

A reduced PDE method for European option pricing under multi-scale,multi-factor stochastic volatility

The number of tailor-made hybrid structured products has risen more prominently to fit each investor’s preferences and requirements as they become more diversified. The structured products entail synthetic derivatives such as combinations of bonds and/or stocks conditional on how they are backed up by underlying securities, stochastic volatility, stochastic interest rates or exchanges rates. The complexity of these multi-asset structures yields lots of difficulties of pricing the products. Because of the complexity, Monte-Carlo simulation is a possible choice to price them but it may not produce stable Greeks leading to a trouble in hedging against risks. In this light, it is desirable to use partial differential equations with relevant analytic and numerical techniques. Even if the partial differential equation method would generate stable security prices and Greeks for single asset options, however, it may result in the curse of dimensionality when pricing multi-asset derivatives. In this study, we make the best use of multi-scale nature of stochastic volatility to lift the curse of dimensionality for up to three asset cases. Also, we present a transformation formula by which the pricing group parameters required for the multi-asset options in illiquid market can be calculated from the underlying market parameters.     

Does local political support influence financial markets? A study on the impact of job approval ratings of political representatives on local stock returns

Using data on job approval ratings of governors, U.S. senators, and the president, we find that firms located in states with high approval ratings outperform firms located in states with low approval ratings by .64% per month. Furthermore, this relationship is stronger when investors are actively involved in politics, when local politicians are closer to the center of political power, for small firms that have a larger proportion of local investors, and for financially strong areas where investors are ready to execute investments in local stocks. Overall, our study shows that investors’ political sentiment is important in determining stock returns.