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Akgüngör, Emine Sedef, Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programı, Gülsoy, Tanses Yasemin, İşletme Anabilim Dalı |
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Text in English ; Abstract: English and Turkish Includes bibliographical references (leaves 194-206) xv, 269 leaves This dissertation focuses on the relationship between advertisers and their advertising agencies, in an effort to understand what drives advertiser's satisfaction in this relationship which can have considerable impact on the business success of both parties. The research develops a model of relationship satisfaction positioned within the conceptual framework of Wackman, Salmon & Salmon (1986/87). This conceptual framework has been extended with additional variables to account for the complexities of the agency-client relationship in the Turkish advertising industry today. A survey of Turkey's largest advertisers was conducted, using the face-to-face interview method. Factor analysis and regression analysis (of factor-scores) were then used to test the proposed framework. All of the dimensions of the model were found to significantly influence the advertiser's satisfaction with the agency. The results suggest that advertisers principally value the agency's creativity and the relationship with the agency. Compatibility, agency's costconsciousness, service breadth, leadership capability, and perceived contribution to advertiser's sales, market share, and brand targets were also found to be important for satisfaction. Other significant predictors are people-related attributes, strategic input, trust, cooperativeness, and prestige and full-service capability. The empirical findings are consistent with the theory and confirm the importance of relationship attributes in advertiser's satisfaction. None of the control variables was found to be significantly associated with satisfaction. The findings contribute to research concerning relationship marketing and have managerial implications. Bu tez çalışması, Türkiye'nin en büyük reklamverenlerinin reklam ajanslarıyla ilişkilerini incelemektedir. Bu ilişkinin başarısı, her iki firmanın iş sonuçlarına ciddi katkılarda bulunduğu için incelenmesi önem taşımaktadır. Bu amaçla, reklamverene odaklanarak, Wackman, Salmon ve Salmon (1986/87) modeli çerçevesinde bir memnunluk modeli geliştirilmiş ve günümüz Türk reklam sektöründeki ajans-müşteri ilişkisinin karmaşık yapısını yansıtabilmesi amacıyla modele yeni değişkenler eklenmiştir. Veriler, Türkiye'nin en büyük reklamveren firmalarındaki yöneticilere yüz yüze anket yöntemi uygulanması yoluyla toplanmıştır. Önerilen model, faktör analizi ve bunu izleyen çoklu regresyon analizi yoluyla sınanmıştır. Modelin bütün boyutlarının, reklamveren memnuniyetini etkilediği görülmüştür. Araştırmanın sonuçları, reklamverenlerin en önem verdiği faktörlerin, ajansın yaratıcılığı ve ajansla ilişkilerin niteliği olduğunu ortaya koymuştur. Ayrıca, memnunluğu önemli derecede etkileyen faktörler arasında, ajansın reklamveren firmayla ilişkilerdeki uyumluluğu, maliyette gösterdiği titizlik, hizmet yelpazesinin genişliği, reklamvereni yönlendirebilme gücü ve reklamverenin satışlarına, pazar payına ve marka hedeflerine yaptığı düşünülen katkı sayılabilir. Ajans çalışanlarının nitelikleri ve kişiler arası ilişkilerden memnunluk, ajansın reklamverenin pazarlama planlarına stratejik katkısı, reklamverende uyandırdığı güven ve işbirliği duyguları, itibarı ve tam hizmet niteliği de reklamveren memnuniyetini etkilediği belirlenen diğer etmenlerdir. Görgül bulgular kurama uygundur ve reklamveren memnuntiyetinde ajansın yaratıcılığı kadar ilişkisel etmenlerin de rol oynadığını kanıtlamaktadır. Kontrol değişkenleriyle reklamveren memnuniyeti arasında önemli bir ilişki görülmemiştir. Sonuçlar, ilişkisel pazarlama araştırmalarına bir katkı niteliğindedir. Elde edilen bulgulardan yola çıkılarak, reklam ajansı-reklamveren ilişkisinin iyileştirilmesi için gerek reklam ajanslarına, gerekse reklamverenlere birtakım önerilerde bulunulmuştur. INTRODUCTION Background: The Context of Advertiser-Agency Relationships in Turkey Existing Empirical Evidence on Agency-Client Relationships in Turkey Research Objectives Outline of the Study LITERATURE REVIEW Emergence of the Agency-Client Relationship in Advertising Literature Main Topics of Study Factors Affecting Agency Selection Factors of Satisfaction and Dissatisfaction: Recurrent Themes and Issues The Agency-Client Life Cycle: Importance of a Good Relationship Structural Determinants of Client Loyalty Factors Affecting Agency Termination Current Literature: Agency-Client Relationships Today CONCEPTUAL FRAMEWORK Services and Relationship Marketing Dimensions of Advertiser Satisfaction with Advertising Agency The Model Proposed by Wackman, Salmon & Salmon Conceptual Model of the Study Perceived Agency Contribution to Advertiser’s Business Additional Independent Variables Additional Work Product Variables Additional Work Pattern Variables Additional Organizational Variables Additional Relationship Variables Dependent Variable Control Variables Hypotheses METHOD Research Procedures Data Collection Procedures Sources of Primary Data Sampling Frame: Top Advertisers of 2004 Sample Data Collection Time Frame Study Setting Unit of Analysis Data Collection Instruments Pilot Study Questionnaire Revision The Final Questionnaire The English Translation of the Questionnaire Operationalization of the Variables Summary of Extensions to the Wackman, Salmon & Salmon Model Data Analysis Procedures Factor Analysis Multiple Regression EMPIRICAL RESULTS Descriptive Statistics Respondent Profile Respondent’s Position, Tenure, and Industry Experience Respondent’s Gender Advertiser Company Characteristics Advertiser’s Industry Advertiser’s Organizational Age, Organizational Size, and Equity Distribution Market-Related Characteristics The Interorganizational Context Marketing Communications Services Sourced from the Agency What is Sourced from the Advertising Agency? What is not Sourced from the Advertising Agency? Advertising Spend Advertiser-Agency Relationship Longevity Number of Agencies in Advertiser’s Roster Descriptives for the Dependent Variable Descriptives for the Independent Variables Reliability Analysis Factor Analysis of the Independent Variables Explanation of the Factors Regression Analysis of the Factor-scores Regression with the Dependent Variable “Overall Satisfaction” Regression with the Dependent Variable “Agency Grade” Work Product and Agency Satisfaction Work Pattern and Agency Satisfaction Organizational Attributes and Agency Satisfaction Relationship and Agency Satisfaction Agency’s Business Contribution and Agency Satisfaction Testing for the Effect of Control Variables Proposed Regression Equation Revised Model Additional Analyses Advertiser’s Attitude towards Advertising and Role Perceptions Information Disclosure Advertiser Processes involving Advertising Agencies Agency Selection Agency Contracting Agency Compensation Agency Evaluation Advertiser Expectations of the Advertising Agency Agency Selection Criteria Agency Termination Criteria Agency Maintenance Criteria Exploring Problem Areas and Venues for Solution Current Issues in the Agency-Client Relationship Advertiser Perceptions of Actions for Improvement Satisfaction and Intention to Continue the Relationship CONCLUSIONS AND IMPLICATIONS FOR FUTURE RESEARCH Discussion of Results Discussion of Hypothesis Test Results Discussion of the Results of Additional Analyses Narrowing Purview of the Advertising Agency Influence of Control Variables Contributions of the Research Managerial Implications Managerial Implications for Advertising Agencies Managerial Implications for Advertisers Limitations and Future Research Turkey’s Advertising Industry in Figures Sampling Frame: Turkey’s Top Advertisers 2004 Turkey’s Top Advertisers and Their Brands Reliability Analyses Results of KMO and Bartlett’s Tests Normality Analyses Findings to Some of the Additional Analyses Advertiser Questionnaire in Turkish Advertiser Questionnaire in English |
