haku: @author Palihawadana, D. / yhteensä: 6
viite: 4 / 6
| Tekijä: | Davies, M.A.P. Palihawadana, D. |
| Otsikko: | Developing a model of tolerance in client--agency relationships in advertising |
| Lehti: | International Journal of Advertising
2006 : VOL. 25:3, p. 381-407 |
| Asiasana: | advertising agencies relationship marketing customer relations consumer behaviour loyalty consultants companies communication research models |
| Kieli: | eng |
| Tiivistelmä: | Customers (clients) can behave very differently towards their advertising agencies when exposed to similar levels of service quality (as: srv-qlty.) due to a number of relationship (here as: r-ship./r-ships.) factors. With srv-qlty. embedded in r-ships.,agencies need to gauge the value of their r-ships. with their clients. A model is presented for predicting client tolerance (as: cl-tlr). The cl-tlr. is determined by the extent to which clients respond proportionately to their critical srv-qlty. incidents. The model indicates how perceptions of the r-ship., in terms of expectations of the future value of exchange, serve to support (weaken) norms of equity and improve (reduce) tolerance (as: tlr). Independent factors associated with equity in the model are tested to explain tlr. Factors found to discriminate btw. tolerant and intolerant groups comprise r-ship. value or strength based on performance attraction, experience, beliefs about r-ships., and environmental context. |
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