Understanding Consumer Reactions to Offshore Outsourcing of Customer Services
Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in many developed countries. However, there is hardly any research on how outsourcing of customer services may influence individual consumers, their perce...
| Main Authors: | , , |
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| Format: | Book Chapter |
| Published: |
IGI Global
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/75132 |
| _version_ | 1848763436581781504 |
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| author | Sharma, Piyush Mathur, R. Dhawan, A. |
| author_facet | Sharma, Piyush Mathur, R. Dhawan, A. |
| author_sort | Sharma, Piyush |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in many developed countries. However, there is hardly any research on how outsourcing of customer services may influence individual consumers, their perceptions, attitudes and behaviors. In this chapter, the authors first review the extant literature in the country-of-origin and services marketing areas to highlight key concepts and theories relevant to this area. Next, they show how offshore outsourcing of customer services may influence consumer perceptions about service quality, brand image and brand loyalty on one hand and impact customer satisfaction, complaint behavior and repurchase intentions on the other. The role of several relevant demographic and psychographic variables is also discussed. Finally, the findings from a survey-based study among customers in three developed countries (US, UK and Australia) are reported along with a discussion of managerial implications and future research directions in this area. |
| first_indexed | 2025-11-14T11:03:26Z |
| format | Book Chapter |
| id | curtin-20.500.11937-75132 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:03:26Z |
| publishDate | 2009 |
| publisher | IGI Global |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-751322019-03-27T04:34:48Z Understanding Consumer Reactions to Offshore Outsourcing of Customer Services Sharma, Piyush Mathur, R. Dhawan, A. Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in many developed countries. However, there is hardly any research on how outsourcing of customer services may influence individual consumers, their perceptions, attitudes and behaviors. In this chapter, the authors first review the extant literature in the country-of-origin and services marketing areas to highlight key concepts and theories relevant to this area. Next, they show how offshore outsourcing of customer services may influence consumer perceptions about service quality, brand image and brand loyalty on one hand and impact customer satisfaction, complaint behavior and repurchase intentions on the other. The role of several relevant demographic and psychographic variables is also discussed. Finally, the findings from a survey-based study among customers in three developed countries (US, UK and Australia) are reported along with a discussion of managerial implications and future research directions in this area. 2009 Book Chapter http://hdl.handle.net/20.500.11937/75132 10.4018/978-1-59904-813-0.ch015 IGI Global restricted |
| spellingShingle | Sharma, Piyush Mathur, R. Dhawan, A. Understanding Consumer Reactions to Offshore Outsourcing of Customer Services |
| title | Understanding Consumer Reactions to Offshore Outsourcing of Customer Services |
| title_full | Understanding Consumer Reactions to Offshore Outsourcing of Customer Services |
| title_fullStr | Understanding Consumer Reactions to Offshore Outsourcing of Customer Services |
| title_full_unstemmed | Understanding Consumer Reactions to Offshore Outsourcing of Customer Services |
| title_short | Understanding Consumer Reactions to Offshore Outsourcing of Customer Services |
| title_sort | understanding consumer reactions to offshore outsourcing of customer services |
| url | http://hdl.handle.net/20.500.11937/75132 |