کیفیت ارتباط مشتری و آژانس در صنعت تبلیغات و کاربرد مدیریت پروژه
ترجمه نشده

کیفیت ارتباط مشتری و آژانس در صنعت تبلیغات و کاربرد مدیریت پروژه

عنوان فارسی مقاله: افزایش کیفیت ارتباط مشتری و آژانس در صنعت تبلیغات - کاربرد مدیریت پروژه
عنوان انگلیسی مقاله: Enhancing client-agency relationship quality in the advertising industry - an application of project management
مجله/کنفرانس: مجله تجارت و بازاریابی صنعتی - Journal of Business & Industrial Marketing
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت پروژه، مدیریت کسب و کار، مدیریت استراتژیک، مدیریت منابع انسانی
کلمات کلیدی فارسی: مدیریت پروژه، مدیریت رابطه، روابط آژانس
کلمات کلیدی انگلیسی: Project management، Relationship management، Agency relationship
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master journals - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1108/JBIM-08-2017-0186
دانشگاه: Faculty of Business and Enterprise, Swinburne University of Technology, Hawthorn, Australia
ناشر: امرالد - Emeraldinsight
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 2/359 در سال 2018
شاخص H_index: 57 در سال 2019
شاخص SJR: 0/768 در سال 2018
شناسه ISSN: 0885-8624
شاخص Quartile (چارک): Q2 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 12
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E12637
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review


3- Research design


4- Analysis and results


5- Discussion of findings


6- Implications


7- Limitations and future research directions


Reference

نمونه متن انگلیسی مقاله

Abstract


Purpose - This paper aims to determine the dimensions of service quality of advertising agencies and their effects on relationship quality between an advertising agency and their clients through the social and economic exchange.


Design/methodology/approach - The intention was to target firms which use the services of an advertising or marketing solutions agency; hence, participants were recruited from a business database service providing details for key decision makers in Australia and New Zealand. An online survey was used in this study.


Findings - Creative competence, project management processes and project outcome influenced relationship quality through value and interpersonal relationships. However, only creativity had a significant direct relationship with relationship quality.


Practical implications - Although creativity plays a major role in relationship development, agencies must have efficient and effective project management processes in place to ensure successful project completion within timeline and budget to be able to maintain ongoing relationships with their clients.


Originality/value - The research draws upon literature from three key disciplines, service quality, relationship marketing and project management, to address the gaps in the current literature related to customer relationship management in the B2B client–agency context.


Introduction


The client–advertising agency relationship is an area where relationship management is highly relevant and easily applicable because of the ongoing and highly interactive nature of the service provision (Keegan et al., 2017). The advertising industry is facing challenges making an investigation of the precursors to client loyalty in the current context timely. In addition, the advertising industry has reached maturity with low barriers to entry for new entrants (Levin et al., 2016). Agencies are operating in a fragmented and challenging media environment with clients seeking maximum return on the investment. This, in turn, has led many advertising agencies to reconsider their business models as well as service offerings. Previous research undertaken to investigate the client– advertising agency relationship can be categorised into two groups. The first group consists of studies focussed on the key drivers of relationship performance such as satisfaction, the value of the exchange and structural factors associated with longevity (Turnbull and Wheeler, 2016). The second group focuses on dissatisfaction and factors that precipitate switching behaviour and reasons for termination of relationships (Vafeas et al., 2016). However, Caceres and Paparoidamis (2007) claim that the determinants of relational exchange in the business environment remain unclear. There has been renewed interest in this topic among academic marketing researchers (Nyilasy et al., 2013). Service providers are primarily evaluated on two aspects of performance: the technical benefits or core services which they provide and processes, or how the service was delivered. In the advertising industry, the core service relates to creative and strategic thinking, whilst the processes can be classified as project management, especially when one adopts Turner’s (1996) definition of project management as “the art and science of turning a vision into reality” (p. 6).

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