Consumer Attitude Toward Outsourcing of Technical Support Services: An Exploratory Study

Abstract

This study examines the attitude of U.S. consumers toward outsourcing of technical support services. The sample consists of 188 individuals from diverse backgrounds and from different geographic regions in the U.S. who were recruited by 16 “facilitators” who formed 16 groups of 10 to 12 persons in each group. The participants, who were prescreened for familiarity with outsourcing, were presented with six different scenarios on outsourcing and a single-item Likert scaled questionnaire with a question on each scenario and were asked to indicate their agreement or disagreement with the questions. A 90 minute discussion was had after the questionnaire was completed. The results, amongst other things, indicate that consumers recognize the difference between the different forms of outsourcing, approve manufacturing offshore-outsourcing of some manufacturing activities, but disapprove of offshore-outsourcing of services, as well as outsourcing of government services. These results suggest that service managers need to make a better case for outsourcing services.