Skip to main content

Research Repository

Advanced Search

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

Vafeas, Mario; Hughes, Tim; Little, Ed

Authors

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.

Start Date Sep 4, 2018
Publication Date 2018
Peer Reviewed Peer Reviewed
ISBN 9780995641310
APA6 Citation Vafeas, M., Hughes, T., & Little, E. (2018). Drivers of client loyalty in the context of market and technological transformation
Keywords loyalty, client, agency, turbulence
Publisher URL http://conference.bam.ac.uk/BAM2018/htdocs/index.php
Additional Information Title of Conference or Conference Proceedings : BAM 2018 Proceedings

Files








You might also like



Downloadable Citations

;