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本文基于社会嵌入的视角,探讨了离岸服务外包业务中发包方与接包方的文化差异与目标差异对客户满意的直接影响,进一步关注了接包方的顾客导向、专项投资和派驻代表等三种机制对上述关系的调节作用。通过对133个接包方企业的问卷调查进行实证分析,本文发现文化差异与目标差异对客户满意的实现确有阻碍作用,而专项投资对两种差异的负向效应均有缓解作用,顾客导向和派驻代表分别只对减缓文化差异与目标差异的负向效应有效。这些发现为接包方克服与发包方之间的差异,提高客户满意从而在离岸服务外包市场上获取更大份额提供了重要借鉴。
Based on the perspective of social embeddedness, this paper explores the direct impact of cultural differences and target differences between outsourcers and outsourcers on customer satisfaction in offshore service outsourcing business, and further pays attention to the customer orientation, special investment and resident representatives Three kinds of mechanisms to regulate the above relationship. Through the empirical analysis of the questionnaire survey of 133 outsourcing enterprises, this paper finds that cultural differences and target differences have a hindering effect on the realization of customer satisfaction. However, the special investment has a negative effect on the negative effects of both differences. Customer orientation And sending representatives are only effective for alleviating the negative effect of cultural differences and target differences respectively. These findings provide important lessons for outsourcers in overcoming disparities with outsourcers, increasing customer satisfaction and gaining a larger share of the offshore service outsourcing market.