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.     

How Strong are the Ethical Preferences of Senior Business Executives?

How do senior business executives rank their preferences for various ethical principles? And how strongly do the executives believe in these principles? Also, how do these preference rankings relate to the way the executives see the future (wherein business decisions play out)? Research on these questions may provide us with an appreciation of the complexities of ethical behavior in management beyond the traditional issues concerning ethical decision-making in business. Based on a survey of 585 vice presidents of U.S. businesses it was found that: (1) there is a distinct set of principles of ethical conduct that is considered favorable as opposed to another set considered unfavorable among a comprehensive list of 14 ethical principles; (2) the executives believed overwhelmingly that their own individual ethical preferences are better than those of other executives; (3) the strength of their preferences for ethical principles is associated with whether the executives are relatively near-future oriented or more distant-future oriented; and (4), there are very few significant differences in terms of gender, age, education level, private/public education, prestigious/other schools, business/non-business academic backgrounds, and length of job experience. Implications of these findings are discussed.     

Adjustment to changing international conditions

The structural changes in the world economy have made themselves increasingly felt in the Federal Republic of Germany over the past few years. For the first time since 1965 there is again a current account deficit, since merchandise trade is no longer able, due to the worsened terms of trade, to finance the traditional deficits on services and transfers. What policy should the Federal Government follow in order to help German industry adjust to these changes?     

On the Credibility Determinants of a Quality Label: a Quasi-Natural Experiment Using the Example of <Emphasis Type="Italic">Stiftung Warentest</Emphasis>

In 2013, Stiftung Warentest, which is one of the most important consumer organizations in Germany, tested hazelnut chocolate for their leading magazine called test. The hazelnut chocolate of Ritter Sport, which is a high-quality producer of chocolate in Germany, failed the test and received the grade “unsatisfactory.” Stiftung Warentest accused Ritter Sport of labelling an artificial flavouring as a natural flavouring. Ritter Sport rejected the accusation, went to court, and won the trial. Stiftung Warentest had to withdraw the issue in question of test magazine. The affair received broad media coverage from December 2013 to September 2014. Using the case Ritter Sport versus Stiftung Warentest, it is analysed whether negative headlines really undermine the credibility of a quality label by examining Stiftung Warentest and their quality label called test. In addition, it is examined what can be done to restore or, more generally, increase the credibility of a quality label. Based on a quasi-natural experiment, it is found that the negative headlines regarding Stiftung Warentest have undermined the credibility of the test label. It is also found that the credibility of the test label can be increased by providing reference values to the tests, strengthening the independence of Stiftung Warentest, and using laboratory methods for the tests. For the most part, the same holds true for any quality label. High-quality producers, quality-conscious consumers, and the awarding organization of the quality label can benefit from an increased credibility of a quality label.     

The “Third World” in the 1990s

Given that the developing countries today present a highly differentiated picture, is it appropriate to continue to speak of a “Third World”? If so, how does this group of countries appear to the present-day observer? What is their position within the world economy? What problems and challenges are they facing?     

Spieltheoretische Analyse von Konflikt und Kooperation

Mit dem diesj?hrigen Nobelpreis für Wirtschaftswissenschaften wurden die Forscher Robert Aumann und Thomas Schelling für ihre spieltheoretischen Beitr?ge zu Konflikt und Kooperation in (wiederholten) Spielen ausgezeichnet. Inwieweit haben die beiden Forscher die Spieltheorie weiterentwickelt? Auf welche zentralen sozialwissenschaftlichen Fragestellungen lassen sich ihre Erkenntnisse anwenden?     

A Kantian evaluation of Taylorism in the workplace

A Kantian evaluation of Taylorism in the workplace requires a consideration of four problems; (1) the conditions of agency, (2) the relation of Taylorism to these conditions, (3) an explanation of the method given by the Typic for applying the Categorical Imperative, and (4) the actual application of the Categorical Imperative to Taylorism. An agent who views himself as a performer is distinguished from an agent who is a mere observer of his own actions, and it is argued that Taylorism in effect attempts to remove the purposiveness of action from the workmen and to reduce them to the state of being mere observers of their own actions. Then it is argued that in order for one to attempt to think of a maxim as a universal law, one must posit a universal and necessary connection between the circumstances and the performances and then another such connection between the action and the purpose to be achieved. A model is constructed using heat-seeking machines, and it is argued that a principle analogous to Taylorism could not hold as a universal law for such machines. Thus, Taylorism is not an acceptable solution to the problem of coordinating the activities of self-directed agents within the workplace. Dr. Michael K. Green is Assistant Professor at the Department of Philosophy at SUNY-Oneonta. His most important publications are: Using Nature to Typify Freedom: The Application of the Categorical Imperative, International Studies in Philosophy (Fall 1982); Marx on Utility and Right, Political Theory 11, No. 3 (August, 1983), pp. 433–446; and Kant, Crimes Against Nature, and Contraception, forthcoming in The New Scholasticism.     

Statistical manipulability of social choice functions

We consider the proportion of profiles at which an anonymous neutral social choice function cannot be manipulated to any coalition's advantage. We fix the number of alternatives and consider the limit as the number of individuals goes to infinity, and assume that the limit of the fraction of all profiles in the domain is 1. We show that there is a continuous function on “profile vectors’ which gives the maximum probability of strategy-proofness, and that this is strictly between 0 and 1 for three alternatives. We also analyze a number of common social choice functions along these lines.