Outsourcing contact centers: internal branding challenges and consequences

Preez, Rose Du; Bendixen, Michael

doi:10.1108/jbim-10-2018-0311

Cited by 8 publications

(5 citation statements)

References 44 publications

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“…King and Grace (2010) described that employees are particularly important in brand management because they deliver the functional and emotional values of the brand through their interactions with customers. Furthermore, employees are essential for providing the brand promise; therefore, they strongly influence what customers perceive about the organisation and the brand (Preez and Bendixen, 2019). From the practitioners’ perspective, the importance of employees’ roles in projecting their brand equity is undeniable.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Developing internal marketing strategies for measuring and managing employee-based brand equity

Baca,

Reshidi

2023

QMR

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Purpose The purpose of this study is to propose a conceptual framework for measuring and managing employee-based brand equity. Drawing upon existing research, the authors argue that internal brand management should be approached from professional and socio-emotional perspectives. Design/methodology/approach The study establishes a comprehensive conceptual framework by thoroughly reviewing existing literature on employee-based brand equity and internal marketing. It builds upon existing research while adding unique insights to deepen the understanding of the subject. Findings The proposed conceptual framework highlights the importance of both professional and socio-emotional factors in building and managing employee-based brand equity. The framework emphasises the role of employees’ emotions, values and relationships in shaping their brand-related behaviours and their functional role in delivering brand promises. Research limitations/implications This paper offers a theoretical foundation for future research in internal branding. However, the framework is not empirically tested, and further research is needed to validate and refine the framework. Organisations can develop more effective internal branding strategies that enhance brand equity by recognising the importance of both professional and socio-emotional factors in shaping employees’ brand-related behaviours. Practical implications Organisations can develop more effective internal branding strategies that enhance brand equity by recognising the importance of both professional and socio-emotional factors in shaping employees’ brand-related behaviours. Originality/value This study presents a novel approach to internal brand management, introducing a unique, dual-perspective model. This enriches the current body of literature and provides fresh insights for academics and practitioners in the field of marketing and brand management.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Developing internal marketing strategies for measuring and managing employee-based brand equity

Baca,

Reshidi

2023

QMR

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“…Over the past few decades, a gradual letting out of several business functions, including customer services, in many cases, has been in vogue (Grimshaw et al, 2019). Few would disagree that the biggest challenges in such an exercise emerge from the consumer perspective (Du Preez & Bendixen, 2019). Espino-Rodríguez & Rodríguez-Díaz (2021) conceptualize and validate the adverse causal effects of outsourcing on customers' perceived service quality and online review ratings in the hospitality context.…”

Section: Service Provisioning Modesmentioning

confidence: 99%

Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

Arora

2023

International Journal of Contemporary Management

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Purpose Markets are sites of collaboration as well as contestation between their various actors, including firms and consumers. In this respect, a narrative that consumers are more empowered than ever has been in vogue. Drawing from Kafka’s literature and philosophy and the paradigm of critical marketing, this paper argues for a broadened perspective. Design/methodology/approach Using a selective and exploratory-review approach, six dimensions of the state of today’s consumer emerge. These are subsequently assessed and developed as manifestations challenging the empowerment thesis. Findings The depiction of intense subjugation in Kafka’s fiction and the lack of agency his characters portray furnish narrative frames to view the paradoxical state of contemporary consumption. Specifically, consumer choice and sovereignty, service failures and recoveries, privacy concerns, the capitalist nexus, transformation in service provisioning modes, and frontline employees’ lowered stakes comprise six analytical frames of consumers’ lives that depict their paradoxical simultaneity of empowerment and entrapment. Originality/value The work contributes to critical marketing theory in particular and critical philosophy in general. Specifically, the proposed framework of consumption challenges depicted herein can serve as a mid-range theoretical taxonomy. The exemplar states highlighted reveal managerial and policy challenges.

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“…Researcher Definition (Edvardsson, et al, 2020) It is the procedure of managing a firm's activities by transferring some to third party providers for a better outcome. (Alkhatib, 2017) The best approach for achieving a competitive advantage in a dynamic business environment is outsourcing (Luvision & Bendixen, 2010) & (Du Preez & Bedixen, 2019 Using new technology to maximize the profit and minimize the cost.…”

Section: Definition Of Business Outsourcementioning

confidence: 99%

The Impact of Business Development, Strategic Planning, Business Outsourcing, and Organizational Change towards the Use of Technology among SME’S in Saudi Arabia

Balkhi¹,

Maideen²

2022

IJARBSS

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This study is aimed to investigate the high rate of SMEs failure in Saudi Arabia after operating for a year. In contrast, the study evaluated the impact of restructuring technologies in SMEs. Besides, finding suitable technology tools that match the organization's needs and boost business sustainability. The research study adopted a descriptive research design. The study applied primary data, where a structured questionnaire was used to collect data. The population of the study was 404 employees of SME's in Saudi Arabia. The data was analyzed using the Statistics Package for Social Sciences (SPSS 27.0) and was interpreted using Cronbach's Alpha reliability test, Pearson Correlation, and Multiple Linear Regression. The findings were presented in figures and tables with percentage scores, mean, and standard deviation. The study found that business development had the strongest relationship with technology, where using the right tools, materials, and equipment helps firms with ultimate possibility results. The study recommends that entrepreneurs and shareholders put in more effort to understand their business type on what best technology can help with a better surplus and give them satisfaction while working to deliver results, thus enhancing productivity. This study will be useful to the government of Saudi Arabia to determine policies affecting business development and make it stabilize. Besides, it will help SME's to choose the factors that affect a firm in reducing cost, maximizing effective operation and revenue, and stabilizing the firm for a longer period.

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Outsourcing contact centers: internal branding challenges and consequences

Cited by 8 publications

References 44 publications

Developing internal marketing strategies for measuring and managing employee-based brand equity

Developing internal marketing strategies for measuring and managing employee-based brand equity

Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

The Impact of Business Development, Strategic Planning, Business Outsourcing, and Organizational Change towards the Use of Technology among SME’S in Saudi Arabia

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