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The evaluation of business relationships from the buyer's perspective : antecedents to the consideration set for supplier replacement in the South African advertising industry

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dc.contributor.advisor Strydom, J. W. (Johan Wilhelm), 1952- en
dc.contributor.advisor Venter, Peet, 1964- en
dc.contributor.author Van Rensburg, Mari Jansen en
dc.date.accessioned 2009-08-25T10:51:49Z
dc.date.available 2009-08-25T10:51:49Z
dc.date.issued 2008-10
dc.date.submitted 2008-10-31 en
dc.identifier.uri http://hdl.handle.net/10500/1326
dc.description.abstract Despite considerable research that has focused on the attributes associated with evaluating and selecting advertising agencies, and an emerging body of literature emphasizing customer loyalty and retention, advertising agency-client investigations have often analysed these attributes in isolation. This created the need for models that represent the interrelated effects that engender retention and loyalty, especially for services, whereby evaluative as well as relational factors can influence buyer responses. Addressing this gap, this research developed and described the construct of buyer consideration sets to gain a better understanding of business relationships. This is with specific reference to advertising agency replacement considerations in the South African environment. This research contributes to the body of knowledge by providing a more complete, integrated view of customer retention and its determinants. A heuristic model was developed with consideration of theories that originate from the transactional cost theory, social exchange theory and economic and relational contract theories. This model was empirically tested using a mixed method approach. Data obtained from 116 respondents were subjected to factor and correlation analysis to explore the dimensionality of the retention construct. An important contribution of this study is the use of multi-item scales to measure and test retention. This research supports that retention is multidimensional and highlights the limitations of research that measure single factors related to retention. What started as a complex set of relationships has been defensibly and systematically simplified into a parsimonious model. This model postulates that retention is the result of a good working relationship between an advertiser and agency; service satisfaction; respect and support; clear terms of engagement; and conflict resolution. This work also offers insight into the nuances of each of these antecedents and offer new reliable scales for measurement of the items. In management practice, this model will provide advertisers with insights with regards to procurement decisions and supplier management. It can also provide valuable insight to agencies with regard to customer retention management. Findings of this study may also be extended to other high value professional service industries. en
dc.format.extent 1 online resource (xvi, 419 leaves) : ill.
dc.language.iso en en
dc.subject Advertising industry en
dc.subject Customer relationship management en
dc.subject Customer consideration set en
dc.subject Loyalty en
dc.subject Retention en
dc.subject Procurement en
dc.subject Defection en
dc.subject.ddc 658.8120968
dc.subject.lcsh Customer relations
dc.subject.lcsh Relationship marketing
dc.subject.lcsh Relationship marketing -- South Africa
dc.subject.lcsh Customer relations -- South Africa
dc.subject.lcsh Customer services -- South Africa
dc.subject.lcsh Consumer satisfaction -- South Africa
dc.subject.lcsh Marketing -- South Africa
dc.title The evaluation of business relationships from the buyer's perspective : antecedents to the consideration set for supplier replacement in the South African advertising industry en
dc.type Thesis en
dc.description.department Business Management and Entrepreneurship en
dc.description.degree D. Com. (Business Management) en


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