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Title

A conceptual framework for modelling the antecedents of client loyalty in the advertising industry context

Author(s)

Levin, Elizabeth Carmela;  Lobo, Antonio

Abstract

There is no doubt that retention of loyal and committed customers is desirable and profitable in commercial situations. However such relationships are complex and require careful nurturing. This paper develops a model that can be used to determine the key influencers of long term orientation and customer loyalty. In order to contextualise the study, the advertising agency-client relationship has been selected as the focus of the model. A comprehensive conceptual framework is developed which includes variables such as agency offerings incorporating creativity, project management processes and outcome, value, relational bonds, trust, satisfaction, and commitment. All of these are deemed to be important antecedents of loyalty, especially in the business to business context.

Publication type

Conference paper

Research centre

Swinburne University of Technology. Faculty of Business and Enterprise

Source

Proceedings of 'Sustainable Management and Marketing', the 23rd Annual Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, Victoria, Australia, 30 November - 02 December 2009

Publication year

2009

FOR Code(s)

0806 Information Systems

Keyword(s)

Advertising agency;  Agency offerings;  B2B;  Buyer-seller relationship;  Loyalty;  Project management

Publisher

Australian and New Zealand Marketing Academy

ISBN

1863081585

Publisher URL

http://www.duplication.net.au/ANZMAC09/Papers.html

Copyright

Copyright © 2009 Elizabeth Levin and Antonio Lobo. Published version of this paper reproduced here in accordance with the copyright policy of the publisher.

Full text

Peer reviewed