Show simple item record

dc.contributor.authorLevin, Elizabeth
dc.contributor.authorThaichon, Park
dc.contributor.authorQuach, Sara
dc.contributor.authorLobo, Antonio
dc.date.accessioned2018-05-08T12:00:30Z
dc.date.available2018-05-08T12:00:30Z
dc.date.issued2018
dc.identifier.issn1441-3582
dc.identifier.doi10.1016/j.ausmj.2017.10.002
dc.identifier.urihttp://hdl.handle.net/10072/370062
dc.description.abstractThis research study aims to investigate the role of creativity and project management as important aspects of service quality. The context is the advertising industry which is highly competitive and its clients have very specific needs and expectations. Data was collected using indepth interviews with marketing managers and project leaders who were responsible for the advertising needs of their organisations. The findings provide detailed insights into the nature of creative competence, project management process and project outcomes from the clients' perspective. Creative competence includes an assessment of the creative work produced by the advertising agencies and their staff. The project management processes reflect the need for detailed plans and budgets to be developed and communicated, as well as having a clear process for change management once the project scope and plan have been signed off. This study is the first of its kind using a qualitative approach to investigate the role of creativity and project management in enhancing the service quality of advertising agencies.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto10
dc.relation.ispartofjournalAustralasian Marketing Journal
dc.subject.fieldofresearchCommerce, management, tourism and services
dc.subject.fieldofresearchMarketing management (incl. strategy and customer relations)
dc.subject.fieldofresearchcode35
dc.subject.fieldofresearchcode350605
dc.titleThe role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.description.notepublicThis publication has been entered into Griffith Research Online as an Advanced Online Version.
gro.hasfulltextNo Full Text
gro.griffith.authorThaichon, Sara Q.


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record