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dc.contributor.authorLevin, Elizabeth
dc.contributor.authorLobo, Antonio
dc.contributor.authorThaichon, Park
dc.date.accessioned2018-05-22T23:48:10Z
dc.date.available2018-05-22T23:48:10Z
dc.date.issued2016
dc.identifier.issn1323-6903
dc.identifier.doi10.7790/cibg.v22i1.30
dc.identifier.urihttp://hdl.handle.net/10072/172753
dc.description.abstractThis study develops a model for the drivers of loyalty, drawing literature from both service quality and relationship marketing. It investigates how advertising agencies' creativity and inter-firm relationships influence their clients' perceived value and overall satisfaction, and in turn how these influence clients' loyalty towards advertising agencies. A validated survey instrument was used to collect quantitative data. Responses from 119 clients of advertising agencies were analysed using the Partial Least Square (PLS) technique. The model was robust in that inter-firm relationships, overall satisfaction and value followed by creativity explained 72% of variation in loyalty. The findings reveal that the inter-firm relationship is a more important determinant of satisfaction with an advertising agency than creativity, however this relationship is reversed when considering clients' value perceptions. Service providers such as advertising agencies need to ensure that they focus on all the aspects of service provision to fulfill varying needs and expectations of their clients.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSwinburne University of Technology
dc.relation.ispartofpagefrom6
dc.relation.ispartofpageto22
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Contemporary Issues in Business and Government
dc.relation.ispartofvolume22
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.titleEnhancing client loyalty of advertising agencies: the influence of creativity and inter-firm relationships
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.rights.copyright© 2016 Swinburne University of Technology. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorThaichon, Park


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