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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/325
- Title
- Advertiser expectations of agency creative product
- Author(s)
-
Hill, Railton M.;
Johnson, Lester W.
- Abstract
- The study reports the development and empirical testing of measures of advertiser expectations of agency produced creative product. This "applied creative," professional, business-to-business service incorporates extensive process elements. Hence, two measurement models are developed: a traditional "unitary" model, and a dualistic model incorporating elements of process and outcome. The study demonstrates firstly that client expectations of this highly intangible, "applied creative" professional service can be empirically modelled, and secondly, that such measurement does exhibit dimensions of both outcome and process. This paves the way for subsequent modelling of consumer satisfaction or quality evaluation processes within this little explored service category.
- Publication type
- Journal article
- Research centre
- Swinburne University of Technology. School of Business
- Source
- Services marketing quarterly, Vol. 25, no. 4 (2004), pp. 53-69
- Publication year
- 2004
- Publisher
- Best Business Books
- Format
- pp. 53-69
- Language
- English
- Publisher URL
- Services marketing quarterly
- Publisher URL
- http://dx.doi.org/10.1300/J396v25n04_04
- Copyright
- © 2004.
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