Dimensions of advertising agency client satisfaction

Abstract

The article proposes a conceptual model for understanding key factors that shape satisfaction with the services offered by South African advertising agencies. In particular, the model draws together two distinct approaches: (1) service quality associated with service output and performance, and (2) relational exchanges between advertisers and advertising agencies. Insight and perspectives from 116 large South African advertisers were obtained by means of a survey administered via a web-based platform. Data obtained from the respondents were subjected to factor and correlation analysis in order to identify representative factors that could explain advertisers' overall satisfaction. The model confirms six satisfaction factors, namely integrity, core service, account management, cost management, mutual commitment and communication. Each of these factors has a significant impact on and correlation to each other as well as a moderate to strong correlation to overall satisfaction. This article also discloses the dimensions underlying these factors, which contributes to the understanding of advertiser satisfaction within the South African context. This research contributes to the literature by providing a more complete and integrated view of the structure of customer satisfaction in service contexts. From a practical perspective, the research provides a useful framework for advertising agencies to measure and manage advertiser satisfaction.