毕业论文外文翻译

MarketLett(2008)19:13–23

DOI10.1007/s11002-007-9025-y

Theimpactofoffshoredandoutsourcedcallservice

centersoncustomerappraisals

NeerajBharadwaj&AnneL.Roggeveen

Received:23December2006/Accepted:28September2007/

Publishedonline:16October2007#SpringerScience+BusinessMedia,LLC2007

AbstractFirmsareincreasinglyrelyinguponoffshoredand/oroutsourcedcallcenterstoprovidepost-salesassistancetotheircustomers.Althoughthemotivationtoengageinthesepracticesisefficiencygains,thepossibilityexiststhatoffshoredandoutsourcedcallcentersmayhaveadetrimentalimpactoncustomerappraisals.Theaimofthisresearchistoposittheconceptualreasonsastowhydifferencesmayariseincustomerevaluationsfromthesepractices.Tothisend,werelyonthehomophilyprincipleandhybridorganizationtheorytoprovideconceptualgrounding,andutilizeacompanydatasetofcustomerpost-callevaluationstoofferaninitialtestofthehypotheses.KeywordsCallcenters.Customerrelationshipmanagement(CRM).

Marketingstrategy.Offshoring.Outsourcing.Voice-to-voiceserviceencounters1Introduction

Costreductionhasbecomeapreeminentgoalintoday’smarketplace(CannonandHomburg2001;BharadwajandMatsuno2006).Somefirms,luredbythefactthatwagesare30–70%lowerindevelopingcountries(Otterman2004),arerelyinguponcallservicecenters(CSCs)locatedoffshoretoprovidecustomersupport.Others,N.Bharadwaj(*)

GraduateSchoolofBusiness,UniversityofChicago,5807SouthWoodlawnAvenue,

Chicago,IL60637,USA

e-mail:Neeraj.Bharadwaj@ChicagoGSB.edu

A.L.Roggeveen

LyleHowlandTermChairinMarketing,BabsonCollege,215MalloyHall,

BabsonPark,MA02457-0310,USA

e-mail:aroggeveen@babson.edu