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Role of Gender in Conflict Handling in the Context of Outsourcing Service Marketing
Author(s) -
Ndubisi Nelson Oly
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20586
Subject(s) - outsourcing , extant taxon , context (archaeology) , service (business) , psychology , social psychology , role conflict , service provider , business , marketing , geography , evolutionary biology , biology , archaeology
Do male and female outsourcing service marketers differ in their responses to conflict‐handling styles of outsourcers? The paper addresses this question by identifying relationship‐oriented typologies of conflict handling from extant literature and examining their effects on key relational outcomes in outsourcing relationship in A sia. Specifically, the paper considers how outsourcers’ conflict‐handling styles impact trust and commitment by male and female outsourcing service providers’ ( OSP s). Data were collected from male and female OSP s and analyzed using F actor and H ierarchical M ultiple R egression analyses. Findings show significant differences in the relationship between conflict‐handling styles and relational outcomes between male and female OSP s. Precisely, integrating conflict handling–trust relationship is significantly stronger for males than for females, whereas compromising conflict handling–trust relationship is significantly stronger for females than for males. Findings show no statistical differences in accommodating conflict handling–trust relationship between the groups. These findings lead to research and managerial implications that conclude the paper.