The Research Of The Effect Of Collaborative Communication On Enterprise Performance In Service Outsourcing Industry

Both marketing researchers and practitioners have attached great attentions to channel communication as its important roles in the construction of channel relationships. Channel communication plays the role of tools and carriers in the process of marketing channel operations. For the enterprises, mastering all aspects and dimensions of channel communication, focusing on the behavioral problems of channel communication and promoting the overall channel quality will be good for the channel operation and the enterprise performance improvement. Although academia and practice circles have already realized the effects of channel communication on enterprise performance and relationship development, they still don’t clearly know how to conduct effective communication between organizations and what is the function mechanism between channel communication and enterprise performance. Furthermore, as the diversity of enterprise business development, corporate clients also come from different cultural backgrounds, will organizational culture influence the channel communication behaviors? Still now, there are not many researches which combine communication and organizational culture. Therefore, this paper will obtain from channel communication theory and culture theory, and suggest an inter-organizational culture contingency model.The research objects of this paper is outsourcing services providers in service outsourcing industry. Based on the existing communication theory, this article categorizes communication channel and dimensions. It suggests a second-order construct "collaborative communication " which contains high frequency, bidirectional communication, formal and non-mandatory content, then it finds that "communication quality" is the mediator variable between collaborative communication and corporate performance through literature reviews, and uncertainty avoidance and power distance will moderate the relationship between collaborative communication and communication quality. On the basis of hypothesis put forward in this paper, we verify this model through an empirical study.The main conclusions of this study are:(1) In the marketing channel, outsourcing services providers’collaborative communication has a positive effect on communication quality; (2) The communication quality positively affects enterprise performance, and it is the mediator between collaborative communication; In the process of communication, on one hand, (3) uncertainty avoidance has a positive regulation on the relationship between collaborative communication and communication quality, that is when in a high degree of uncertainty avoidance, the relationship between collaborative communication and communication quality will be stronger; on the other hand, (4) power distance has a negative regulation on the relationship between collaborative communication and communication quality, that is when in a high degree of power distance, the relationship between collaborative communication and communication quality will be weaker.The innovations of this study:This paper analyzes the mechanism of the effect of collaborative communication on enterprise performance in marketing channel. It also explores the moderate effects of cultural variables on collaborative communication and communication quality, thus enriching the research theory of the effect of culture on communication behaviors and effectiveness. This paper also provides a direction to optimize channel communication system for the enterprise managers.