Advertising Agency Retention : views from South African Advertisers
Loading...
Authors
Jansen van Rensburg, M.
Venter, Peet
Strydom, Johan W.
Issue Date
2009-12-01
Type
Article
Language
Keywords
Retention , Advertising agencies , Satisfaction , Service output , Relationship management
Alternative Title
Abstract
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.
Description
Citation
Jansen van Rensburg, M, Venter, P and Strydom, J. 2009. Advertising Agency Retention : views from South African advertisers, South African Journal of Business Management, Vol. 40, no. 4, pp. 25-36.
Publisher
Association for Professional Managers in South Africa
License
Journal
Volume
Issue
PubMed ID
DOI
ISSN
0378-9098