http://hdl.handle.net/10500/2814 2013-05-22T06:19:54Z http://hdl.handle.net/10500/4023 Advertising agency appointment : approaches taken by South African advertisers Jansen van Rensburg, Mari; Venter, P.; Strydom, J. 2010-01-01T00:00:00Z http://hdl.handle.net/10500/4022 Dimensions of advertising agency client satisfaction Jansen van Rensburg, Mari 2010-01-01T00:00:00Z http://hdl.handle.net/10500/4021 Value differentiation: Creating Customised Value Propositions in the South African Cement Industry Jansen van Rensburg, Mari; Van Niekerk, J. 2010-01-01T00:00:00Z http://hdl.handle.net/10500/4020 Advertising Agency Retention : views from South African Advertisers Jansen van Rensburg, M.; Venter, Peet; Strydom, Johan W. Commercial reality demands long and lasting relationships that are beneficial to both advertising agencies and their clients. This article presents a conceptual model to illustrate the salient choice criteria employed by advertisers when renewing advertising agency contracts. The model was empirically tested, and data obtained from 116 respondents were subjected to factor and correlation analysis to explore the dimensionality of the retention construct. Research results support that retention is multidimensional and highlights the limitations of research that measure single factors related to retention. The model postulates that retention is the result of a good working relationship, service satisfaction, respect and support, clear terms of engagement; and affective conflict resolution. Insight into the nuances of each of these antecedents is also offered. In management practice, this model will provide valuable insight to agencies with regard to client retention management. Findings of this study may also be extended to other high-value professional service industries. 2009-12-01T00:00:00Z