Acquiring Professional Service Customers: Do Agile Project Methods Increase the Intention to Choose an Out-supplier?

IF 2 4区 管理学 Q3 BUSINESS
Silke Bambauer-Sachse, Thomas Helbling
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引用次数: 2

Abstract

ABSTRACT Purpose The study investigates how different constellations of agile and plan-driven project management methods used by in- and out-suppliers, out-supplier reputation, and satisfaction with the in-supplier affect intentions to choose the out-supplier for a new professional service, and whether these effects are mediated by perceived switching costs. Methodology This is a survey-based study with 971 participants in Switzerland using scenarios about a new digital business solution. The data were analyzed using path analysis and analysis of variance. Findings The intention to choose the out-supplier is highest when the out-supplier uses agile methods while the in-supplier uses plan-driven methods. Higher out-supplier reputation leads to lower perceived switching costs and higher intentions to choose the out-supplier. Higher satisfaction with the in-supplier leads to higher perceived switching costs and lower intentions to choose the out-supplier. Research implications The results extend previous research by showing that the constellation of project management methods has stronger effects on perceived switching costs and intentions to choose the out-supplier than have out-supplier reputation and satisfaction with the in-supplier. While perceived switching costs depend more strongly on out-supplier reputation, intentions to choose the out-supplier depend more strongly on satisfaction with the in-supplier. Practical implications Out-suppliers can increase their acquisition rate by using agile methods when competing with an in-supplier using a plan-driven approach. Out-suppliers should proactively communicate the benefits of agile approaches in the business initiation stage, invest in proactive reputation management, and carefully analyze the existing business relationship between the target customer and the in-supplier. If the target customer is satisfied with the in-supplier using an agile approach, it is less likely that the out-supplier will successfully outcompete them. Originality This study is the first to examine the effects of different constellations of project management methods in addition to out-supplier reputation and satisfaction with the in-supplier on perceived procedural switching costs and the intention to choose the out-supplier.
获得专业服务客户:敏捷项目方法是否增加了选择外部供应商的意愿?
摘要目的本研究调查了内部和外部供应商使用的不同敏捷和计划驱动的项目管理方法、外部供应商声誉和对内部供应商的满意度如何影响为新的专业服务选择外部供应商的意图,以及这些影响是否由感知的转换成本介导。方法这是一项基于调查的研究,在瑞士有971名参与者,使用了一种新的数字商业解决方案的场景。使用通径分析和方差分析对数据进行分析。调查结果当外部供应商使用敏捷方法,而内部供应商使用计划驱动方法时,选择外部供应商的意愿最高。外部供应商声誉越高,感知的转换成本越低,选择外部供应商的意愿越高。对内供应商的满意度越高,感知到的转换成本越高,选择外供应商的意愿越低。研究意义研究结果扩展了先前的研究,表明项目管理方法的组合对感知的转换成本和选择外部供应商的意图的影响比对外部供应商的声誉和对内部供应商的满意度的影响更大。虽然感知的转换成本更强烈地取决于外供应商的声誉,但选择外供应商的意图更强烈地依赖于对内供应商的满意度。实际意义当使用计划驱动的方法与内部供应商竞争时,外部供应商可以通过使用敏捷方法来提高其收购率。外部供应商应在业务启动阶段积极沟通敏捷方法的好处,投资于积极的声誉管理,并仔细分析目标客户和内部供应商之间的现有业务关系。如果目标客户使用敏捷方法对内部供应商感到满意,则外部供应商成功击败他们的可能性较小。独创性本研究首次考察了不同的项目管理方法组合以及外部供应商的声誉和对内部供应商的满意度对感知的程序转换成本和选择外部供应商的意图的影响。
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来源期刊
CiteScore
2.20
自引率
35.70%
发文量
22
期刊介绍: The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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