Developing a model of tolerance in client–agency relationships in advertising

Due to a number of relationship factors, clients can behave very differently towards their advertising agencies when exposed to similar levels of service quality.

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...