An Assessment of Advertising Agency Service Quality
Woonbong Na Silla University, KoreaRoger Marshall Nanyang Technological University, Singapore andYoungseok Son Dongeui University, Korea
How do advertisers think about and evaluate advertising agencies? To answer this issue the authors propose, and empirically test, an automatic thinking process model. Agency clients are asked to name the agency that first comes to mind for each of several services, including account management, creative work, and media service. The simple binary responses are used to predict agency preference. Analysis of the responses of 260 Korean advertisers supports the core proposition...