아웃소싱 전략요인이 마케팅 성과에 미치는 영향에 관한 연구

• Published in: Journal of global scholars of marketing science Vol. 12; no. 1; pp. 1 - 27
• Main Authors: 강석정, Seok Jeong Kang, 김용만, 박만교, Man Kyo Park
• Format: Journal Article
• Language: Korean
• Published: 한국마케팅과학회 30-12-2003
• Subjects: 경영학
• EISSN: 2163-9167
• ISSN: 2163-9159

Effects of Strategic Factors of Outsourcingon Marketing Performance Kim, YongMan *Kang, SeokJeong **Park, ManKyo ***The purpose of this study is to verify what kind of influence do strategic factors (clarification of outsourcing goals, clarification of outsourcing scope, co-sourcing, management of supply businesses, and human resource participation) have on marketing performance factors (improvement of service quality, customer satisfaction, and improvement of employees' ability). Another purpose is to examine whether the influence of strategic factors of outsourcing on marketing performance differ depending on the outsourcing motives and the degree of human resources outsourcing.Hypothesis of influences of strategic factors of outsourcing on marketing performance is verified. The study shoes that co-sourcing has a significant influence on improvement of service quality, participation of human resources on improvement of service quality and employees' ability, and management of supply businesses on customer satisfaction and improvement of employees' ability. However, the study indicates that clarification of outsourcing goals and outsourcing scope do not affect variables in marketing performance. KCI Citation Count: 8