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The evaluation of business relationships from the buyer's perspective : antecedents to the consideration set for supplier replacement in the South African advertising industry

机译:从买方的角度评估业务关系:南非广告业中供应商更换考虑因素的前因

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摘要

Despite considerable research that has focused on the attributes associated with evaluating and selecting advertising agencies, and an emerging body of literature emphasizing customer loyalty and retention, advertising agency-client investigations have often analysed these attributes in isolation. This created the need for models that represent the interrelated effects that engender retention and loyalty, especially for services, whereby evaluative as well as relational factors can influence buyer responses.Addressing this gap, this research developed and described the construct of buyer consideration sets to gain a better understanding of business relationships. This is with specific reference to advertising agency replacement considerations in the South African environment. This research contributes to the body of knowledge by providing a more complete, integrated view of customer retention and its determinants.A heuristic model was developed with consideration of theories that originate from the transactional cost theory, social exchange theory and economic and relational contract theories. This model was empirically tested using a mixed method approach. Data obtained from 116 respondents were subjected to factor and correlation analysis to explore the dimensionality of the retention construct. An important contribution of this study is the use of multi-item scales to measure and test retention. This research supports that retention is multidimensional and highlights the limitations of research that measure single factors related to retention.What started as a complex set of relationships has been defensibly and systematically simplified into a parsimonious model. This model postulates that retention is the result of a good working relationship between an advertiser and agency; service satisfaction; respect and support; clear terms of engagement; and conflict resolution. This work also offers insight into the nuances of each of these antecedents and offer new reliable scales for measurement of the items. In management practice, this model will provide advertisers with insights with regards to procurement decisions and supplier management. It can also provide valuable insight to agencies with regard to customer retention management. Findings of this study may also be extended to other high value professional service industries.
机译:尽管有大量研究集中在与评估和选择广告代理商相关的属性上,并且涌现出大量强调客户忠诚度和保留率的文献,但广告代理商-客户调查通常会孤立地分析这些属性。这就产生了一种模型,该模型需要代表引起保留和忠诚度(尤其是服务)的相互关联的影响,从而评估和相关因素都可以影响买方的反应。针对这一差距,本研究开发并描述了买方考虑因素集合的结构,以获取收益。更好地了解业务关系。这特别涉及南非环境中广告代理商的替换注意事项。这项研究通过提供更完整,更完整的客户保留及其决定因素的观点,为知识体系做出了贡献。启发式模型的开发考虑了源自交易成本理论,社会交换理论以及经济和关系合同理论的理论。使用混合方法方法对该模型进行了经验测试。从116位受访者那里获得的数据经过因子和相关分析,以探索保留结构的维度。这项研究的重要贡献是使用多项目量表来衡量和测试保持力。这项研究支持保留是多维的,并强调了衡量与保留相关的单个因素的研究的局限性。最初由复杂的一组关系开始的防御性和系统性简化为简约模型。该模型假设保留是广告商与代理商之间良好工作关系的结果;服务满意度;尊重和支持;明确的参与条款;和冲突解决。这项工作还提供了对每个这些先例的细微差别的见解,并提供了用于测量项目的新的可靠量表。在管理实践中,此模型将为广告商提供有关采购决策和供应商管理的见解。它还可以为代理商提供有关客户保留管理的宝贵见解。这项研究的发现也可以扩展到其他高价值的专业服务行业。

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    Van Rensburg Mari Jansen;

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  • 年度 2008
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