The Impact of Offshored and Outsourced Call Service Centers on Customer Appraisals
Firms are increasingly relying upon offshored and/or outsourced call centers to provide post-sales assistance to their customers. Although the motivation to engage in these practices is efficiency gains, the possibility exists that offshored and outsourced call centers may have a detrimental impact on customer appraisals. The aim of this research is to posit the conceptual reasons as to why differences may arise in customer evaluations from these practices. To this end, we rely on the homophily principle and hybrid organization theory to provide conceptual grounding, and utilize a company dataset of customer post-call evaluations to offer an initial test of the hypotheses.
Marketing | Public Relations and Advertising
Bharadwaj, Neeraj and Anne L. Roggeveen. 2008. “The Impact of Offshored and Outsourced Call Service Centers on Customer Appraisals,” Marketing Letters 19 no.1: 13-23.