Drivers of client loyalty in the context of market and technological transformation

Vafeas, Mario; Hughes, Tim; Little, Ed

Abstract

This study investigates the drivers of loyalty in the context of market and technological transformation. The focus is the client–marketing agency relationship. In an era of greater competitive intensity, greater pressure to demonstrate a return on investment, and a fragmented communications environment, it is to be expected that client needs, and relationship dynamics, will change. In order to win and maintain client loyalty, it is important that agencies understand client expectations. We propose a mixed method approach to investigate the client perspective. A qualitative first stage will reveal themes and inform scale development, and a quantitative second stage will be used to determine the relative importance of variables in influencing loyalty.

• Presentation Conference Type: Conference Paper (published)
• Conference Name: BAM 2018 Conference
• Start Date: Sep 4, 2018
• End Date: Sep 6, 2018
• Acceptance Date: Sep 4, 2018
• Publication Date: 2018
• Deposit Date: Mar 4, 2019
• Publicly Available Date: Mar 4, 2019
• Peer Reviewed: Peer Reviewed
• ISBN: 9780995641310
• Keywords: loyalty, client, agency, turbulence
• Public URL: https://uwe-repository.worktribe.com/output/861156
• Publisher URL: http://conference.bam.ac.uk/BAM2018/htdocs/index.php
• Additional Information: Title of Conference or Conference Proceedings : BAM 2018 Proceedings
• Contract Date: Mar 4, 2019