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

Vafeas, Mario; Hughes, Tim; Little, Ed

Authors

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Mario Vafeas Mario.Vafeas@uwe.ac.uk
Associate Professor in Applied Marketing

Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing



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.

Citation

Vafeas, M., Hughes, T., & Little, E. (2018). Drivers of client loyalty in the context of market and technological transformation

Conference Name BAM 2018 Conference
Start Date Sep 4, 2018
End Date Sep 6, 2018
Acceptance Date Sep 4, 2018
Publication Date 2018
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

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