Developing a model of tolerance in client–agency relationships in advertising
Mark A.P. DaviesHeriot-Watt University School of Management and Languages
Dayananda PalihawadanaLeeds University Business School
INTRODUCTION
Clients can behave very differently towards their advertising agencies when exposed to similar levels of service quality. With service quality embedded in relationships, agencies need to gauge their relationship value to their clients. A key test of this value is how clients respond to the challenges of dissatisfying service quality with their agencies. The most influential sources of account dissolution have been attributed to clients' perceptions of dissatisfying service quality based on...