Supply chain strategy of adopting blockchain in post-sale customer care outsourcing in a competitive environment
研究竞争制造商在售后客户服务外包中是否采用区块链的策略，发现消费者信念和区块链成本决定策略选择，形成四种战略匹配区域，且长期保修或高故障率时更应使用区块链。
Post-sale customer care (PSCC) outsourcing is an effective supply chain strategy to reduce costs, but traditional outsourcing methods cannot ensure consumers’ belief in PSCC quality, harming the firms’ competitive strategy. To ensure consumer satisfaction through transparency, this article examines evolving supply chain strategies of leveraging blockchain to outsource PSCC operations of competing manufacturers to third-party agents. Based on consumers’ beliefs and blockchain adoption cost, manufacturers have two choices; to outsource the PSCC operations with or without blockchain, resulting in multiple outsourcing strategies. Results show that the consumers’ belief in one manufacturer’s outsourcing strategy has detrimental effects on the stance of another manufacturer. Moreover, the blockchain cost and consumers’ beliefs dictate the manufacturers’ strategies for PSCC outsourcing, resulting in a ‘quadruple zone of strategic fit’, where both manufacturers adopt blockchain or neither adopt blockchain, or one adopts while the other does not. Interestingly, despite the low or zero blockchain cost, both manufacturers will outsource without blockchain if their traditional business models satisfy consumers. The extended analysis reveals contradictory results that manufacturers should outsource more often with blockchain to facilitate consumers when a long-term warranty is offered, or the product has a higher failure rate, even though, overall these factors increase costs.