A framework of outsourcing relationship marketing: a focus on the Malaysian hotel industry

Abdul-Rahman, M. and Kamarulzaman, Y. (2010) A framework of outsourcing relationship marketing: a focus on the Malaysian hotel industry. International Journal of Electronic Customer Relationship Management, 4 (1). pp. 4-18. ISSN 1750-0664, DOI https://doi.org/10.1504/IJECRM.2010.031378.

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This study contributes to the body of knowledge by examining the antecedents of outsourcing relationship quality among the management of Malaysian hotels and their service providers. This study is important considering that the quality of relationship between client firms and their service providers adds positive image to the entire system and is crucial for the delivery of the benefits of outsourcing arrangement. Identifying the determinants of the outsourcing relationship quality is important due to its effect on outsourcing ventures. A firm should have a strong relationship with its service provider since a high relationship quality has been proven to provide positive impact on outsourcing. This study examines the effect of relational norms on the quality of relationship among hotel managements and their service providers. Hotel industry has been the focus of this study due to its significant contribution to the service sector as the largest contributor of the Malaysian economy.

Item Type: Article
Uncontrolled Keywords: Malaysian economy; Hotel industry; Malaysia; Outsourcing; Relational exchange theory; Relational norms; Relationship marketing; Relationship quality; Service providers; Service sector; Hotel management
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Economics
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 20 Jan 2015 02:08
Last Modified: 20 Jan 2015 02:08
URI: http://eprints.um.edu.my/id/eprint/12285

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