The ties that bind us: examining relationship marketing orientation and its impact on firm performance in the information systems outsourcing services sector

• Published in: Journal of strategic marketing 2017-09, Vol.25 (5-6), p.495-510
• Main Authors: Kwan, Rebecca, Carlson, Jamie L.
• Format: Article
• Language: English
• Subjects: Hong Kong; Information systems; information systems outsourcing services; Outsourcing; professional services; relationship marketing; relationship marketing orientation
• ISSN: 0965-254X; 1466-4488
• DOI: 10.1080/0965254X.2016.1150323

The objective of this study is to analyze the adoption of a relationship marketing orientation (RMO) by firms in the information systems (IS) outsourcing service sector. The study frames RMO as a hierarchical, reflective construct which models seven dimensions including bonding, communication, empathy, harmonious conflict resolution, shared value, trust, and reciprocity. A sample of 114 senior executives from firms in the IS outsourcing industry in Hong Kong were obtained from a survey. Empirical analysis via structural equation modeling confirms the hierarchical, seven construct reflective structure of the RMO model, and the high levels of a firms' RMO lead to a direct positive impact on firm performance outcomes. The findings provide valuable managerial insights for measuring and managing an RMO in the IS outsourcing sector, and professional services generally. Both theoretical and practical implications are discussed along with future research directions of the study.