HCBE Faculty Articles
Title
Service Quality of Advertising and Promotions Agencies in South Africa
Document Type
Article
Publication Date
2013
Publication Title
Journal of Promotion Management
ISSN or ISBN
1540-7594
Volume
19
Issue/Number
5
First Page
605
Last Page
628
Abstract/Excerpt
Service quality is important to firms that use advertising and communication agencies and these agencies in turn need to make sure that their service quality is what clients expect. The purpose of this research is to assess perceptions of the service quality offered by agencies in South Africa and to identify the most important service attributes of the agency offerings. Agencies were also divided into three types: mass communication agencies, or above the line agencies (ATL), sales promotion agencies, or below the line agencies (BTL), and integrated marketing communication agencies, or full service agencies (FS). A total of 105 responses were received and results were reported for each agency type and in total. The results show some serious differences between what clients are looking for and agency strategies. These are discussed in detail. Recommendations are made which will help agencies in the development of strategic partnerships with clients.
DOI
10.1080/10496491.2013.829159
NSUWorks Citation
Quebra, Bruno; Bick, Geoff; and Abratt, Russell, "Service Quality of Advertising and Promotions Agencies in South Africa" (2013). HCBE Faculty Articles. 925.
https://nsuworks.nova.edu/hcbe_facarticles/925
