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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/5355
- Title
- Advertiser satisfaction with advertising agency creative product
- Author(s)
- Hill, Railton M.
- Abstract
- Purpose: The purpose of the paper is to explore the satisfaction response in the context of an applied creative, business-to-business, professional service - that of advertiser satisfaction with agency creative services. Design/methodology/approach: The study is a based on a longitudinal questionnaire survey of advertising managers. Findings: The paper finds that the disconfirmation of expectations model, previously utilised largely in goods categories and in consumer services, can be successfully applied within advertising creative services. Research limitations/implications: Use of the key respondent method; the ability of managers to comply with the very specific conditions set out for choice of campaign; memory: the assumption that respondents could remember which campaign they had referred to in their initial questionnaire responses when completing the second questionnaire. Practical implications: Advertisers commit very large resources on the basis of their satisfaction with agency generated creative ideas, at a time when such product appears in a highly undeveloped, relatively intangible state. The study tests how satisfaction is formed in this context. Originality/value: The paper has an application of the disconfirmation-based model of customer satisfaction to advertising creative product. The literature on advertising creative ideas as a product category (and to 'applied creative' products in general) is very limited.
- Publication type
- Journal article
- Research centre
- Swinburne University of Technology. Faculty of Business and Enterprise
- Source
- European Journal of Marketing, Vol. 40, no. 11-12 (2006), p. 1254-1270
- Publication year
- 2006
- Keyword(s)
- Advertising; Arts; Customer satisfaction; Professional services
- Publisher
- Emerald
- Format
- 1254-1270
- ISSN
- 0309-0566
- Publisher URL
- http://dx.doi.org/10.1108/03090560610702803
- Copyright
- Copyright © Emerald Group Publishing Limited.
- Peer reviewed
