search query: @author Beard, F. / total: 3
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| Author: | Beard, F. |
| Title: | Marketing client role ambiguity as a source of dissatisfaction in client-ad agency relationships |
| Journal: | Journal of Advertising Research
1996 : SEP/OCT, VOL. 36:5, p. 9-20 |
| Index terms: | CLIENTS CUSTOMERS AGENCIES ROLES |
| Language: | eng |
| Abstract: | The complex nature of the client's role in the client-ad agency relationship warrants investigation because research suggests agencies may have difficulties in satisfying their clients in case role performance is inadequate or unpredictable. The present study indicates that client role ambiguity is significantly correlated with two measures of client satisfaction and other relationship outcomes. The results indicate respondents to experience relatively low levels of ambiguity associated with their role in the client-agency relationship. Respondents also report somewhat high levels of satisfaction with their ad agencies and low levels of conflict and tension / anxiety. The rest of the results in the article summary. |
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