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Investigating Agency-Client Relationships in the Polish Advertising Industry

Palihawadana, Dayananda, Barnes, Bradley R. (2005) Investigating Agency-Client Relationships in the Polish Advertising Industry. International Journal of Advertising, 24 (4). pp. 487-504. ISSN 0265-0487. (doi:10.1080/02650487.2005.11072940) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:9261)

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Abstract

This paper explores selection and retention factors as perceived among agencies and clients operating in the Polish advertising industry. Initially, a broad review of advertising and marketing literature is presented in the context of those variables perceived to be important for (a) selecting/evaluating ad agencies, and (b) maintaining client loyalty and client retention. Two ad agencies and two advertisers in Poland were approached in order to explore and evaluate the variables in more depth, and as a result 15 key variables emerged that became the focus for the study. A questionnaire was designed and a postal survey was later administered to advertisers and agencies with the intentions of obtaining the views of both parties. Emerging findings of the study indicate that clients tend to focus on sales pitch and factors relating to past performance in recruiting an agency. Results also reveal that there was a close consensus among agencies and their clients concerning the relative importance of retention factors such as quality of service and customer care attributes.

Item Type: Article
DOI/Identification number: 10.1080/02650487.2005.11072940
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: B.R. Barnes
Date Deposited: 26 Sep 2008 12:34 UTC
Last Modified: 09 Mar 2023 11:30 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/9261 (The current URI for this page, for reference purposes)

University of Kent Author Information

Barnes, Bradley R..

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