The advertiser's perspective on advertising agency-client relationships: A survey of leading advertisers in Turkey

Basit Öğe Kaydı
dc.authorid0000-0002-0105-8496
dc.contributor.advisorAkgüngör, Emine Sedefen_US
dc.contributor.authorGülsoy, Tanses Yaseminen_US
dc.contributor.otherIşık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programıen_US
dc.date.accessioned2016-06-28T01:39:34Z
dc.date.available2016-06-28T01:39:34Z
dc.date.issued2006
dc.departmentIşık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programıen_US
dc.descriptionText in English ; Abstract: English and Turkishen_US
dc.descriptionIncludes bibliographical references (leaves 194-206)en_US
dc.descriptionxv, 269 leavesen_US
dc.description.abstractThis 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.en_US
dc.description.abstractBu 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.en_US
dc.description.tableofcontentsBackground: The Context of Advertiser-Agency Relationships in Turkeyen_US
dc.description.tableofcontentsExisting Empirical Evidence on Agency-Client Relationships in Turkeyen_US
dc.description.tableofcontentsEmergence of the Agency-Client Relationship in Advertising Literatureen_US
dc.description.tableofcontentsMain Topics of Studyen_US
dc.description.tableofcontentsFactors Affecting Agency Selectionen_US
dc.description.tableofcontentsFactors of Satisfaction and Dissatisfaction: Recurrent Themes and Issuesen_US
dc.description.tableofcontentsThe Agency-Client Life Cycle: Importance of a Good Relationshipen_US
dc.description.tableofcontentsStructural Determinants of Client Loyaltyen_US
dc.description.tableofcontentsFactors Affecting Agency Terminationen_US
dc.description.tableofcontentsCurrent Literature: Agency-Client Relationships Todayen_US
dc.description.tableofcontentsServices and Relationship Marketingen_US
dc.description.tableofcontentsDimensions of Advertiser Satisfaction with Advertising Agencyen_US
dc.description.tableofcontentsThe Model Proposed by Wackman, Salmon & Salmonen_US
dc.description.tableofcontentsPerceived Agency Contribution to Advertiser’s Businessen_US
dc.description.tableofcontentsAdditional Independent Variablesen_US
dc.description.tableofcontentsAdditional Work Product Variablesen_US
dc.description.tableofcontentsAdditional Work Pattern Variablesen_US
dc.description.tableofcontentsAdditional Organizational Variablesen_US
dc.description.tableofcontentsAdditional Relationship Variablesen_US
dc.description.tableofcontentsDependent Variableen_US
dc.description.tableofcontentsControl Variablesen_US
dc.description.tableofcontentsSources of Primary Dataen_US
dc.description.tableofcontentsSampling Frame: Top Advertisers of 2004en_US
dc.description.tableofcontentsSampleen_US
dc.description.tableofcontentsData Collection Time Frameen_US
dc.description.tableofcontentsStudy Settingen_US
dc.description.tableofcontentsUnit of Analysisen_US
dc.description.tableofcontentsData Collection Instrumentsen_US
dc.description.tableofcontentsPilot Studyen_US
dc.description.tableofcontentsQuestionnaire Revisionen_US
dc.description.tableofcontentsThe Final Questionnaireen_US
dc.description.tableofcontentsThe English Translation of the Questionnaireen_US
dc.description.tableofcontentsOperationalization of the Variablesen_US
dc.description.tableofcontentsSummary of Extensions to the Wackman, Salmon & Salmon Modelen_US
dc.description.tableofcontentsRespondent’s Position, Tenure, and Industry Experienceen_US
dc.description.tableofcontentsRespondent’s Genderen_US
dc.description.tableofcontentsAdvertiser Company Characteristicsen_US
dc.description.tableofcontentsAdvertiser’s Industryen_US
dc.description.tableofcontentsAdvertiser’s Organizational Age, Organizational Size, and Equity Distributionen_US
dc.description.tableofcontentsMarket-Related Characteristicsen_US
dc.description.tableofcontentsThe Interorganizational Contexten_US
dc.description.tableofcontentsMarketing Communications Services Sourced from the Agencyen_US
dc.description.tableofcontentsWhat is Sourced from the Advertising Agency?en_US
dc.description.tableofcontentsWhat is not Sourced from the Advertising Agency?en_US
dc.description.tableofcontentsAdvertising Spenden_US
dc.description.tableofcontentsAdvertiser-Agency Relationship Longevityen_US
dc.description.tableofcontentsNumber of Agencies in Advertiser’s Rosteren_US
dc.description.tableofcontentsDescriptives for the Dependent Variableen_US
dc.description.tableofcontentsDescriptives for the Independent Variablesen_US
dc.description.tableofcontentsFactor Analysis of the Independent Variablesen_US
dc.description.tableofcontentsExplanation of the Factorsen_US
dc.description.tableofcontentsRegression Analysis of the Factor-scoresen_US
dc.description.tableofcontentsRegression with the Dependent Variable “Overall Satisfaction”en_US
dc.description.tableofcontentsRegression with the Dependent Variable “Agency Grade”en_US
dc.description.tableofcontentsWork Product and Agency Satisfactionen_US
dc.description.tableofcontentsWork Pattern and Agency Satisfactionen_US
dc.description.tableofcontentsOrganizational Attributes and Agency Satisfactionen_US
dc.description.tableofcontentsRelationship and Agency Satisfactionen_US
dc.description.tableofcontentsAgency’s Business Contribution and Agency Satisfactionen_US
dc.description.tableofcontentsTesting for the Effect of Control Variablesen_US
dc.description.tableofcontentsProposed Regression Equationen_US
dc.description.tableofcontentsRevised Modelen_US
dc.description.tableofcontentsAdditional Analysesen_US
dc.description.tableofcontentsAdvertiser’s Attitude towards Advertising and Role Perceptionsen_US
dc.description.tableofcontentsInformation Disclosureen_US
dc.description.tableofcontentsAdvertiser Processes involving Advertising Agenciesen_US
dc.description.tableofcontentsAgency Selectionen_US
dc.description.tableofcontentsAgency Contractingen_US
dc.description.tableofcontentsAgency Compensationen_US
dc.description.tableofcontentsAgency Evaluationen_US
dc.description.tableofcontentsAdvertiser Expectations of the Advertising Agencyen_US
dc.description.tableofcontentsAgency Selection Criteriaen_US
dc.description.tableofcontentsAgency Termination Criteriaen_US
dc.description.tableofcontentsAgency Maintenance Criteriaen_US
dc.description.tableofcontentsExploring Problem Areas and Venues for Solutionen_US
dc.description.tableofcontentsCurrent Issues in the Agency-Client Relationshipen_US
dc.description.tableofcontentsAdvertiser Perceptions of Actions for Improvementen_US
dc.description.tableofcontentsSatisfaction and Intention to Continue the Relationshipen_US
dc.description.tableofcontentsCONCLUSIONS AND IMPLICATIONS FOR FUTURE RESEARCHen_US
dc.description.tableofcontentsDiscussion of the Results of Additional Analysesen_US
dc.description.tableofcontentsNarrowing Purview of the Advertising Agencyen_US
dc.description.tableofcontentsInfluence of Control Variablesen_US
dc.description.tableofcontentsManagerial Implicationsen_US
dc.description.tableofcontentsManagerial Implications for Advertising Agenciesen_US
dc.description.tableofcontentsManagerial Implications for Advertisersen_US
dc.description.tableofcontentsLimitations and Future Researchen_US
dc.description.tableofcontentsTurkey’s Advertising Industry in Figuresen_US
dc.description.tableofcontentsSampling Frame: Turkey’s Top Advertisers 2004en_US
dc.description.tableofcontentsTurkey’s Top Advertisers and Their Brandsen_US
dc.description.tableofcontentsResults of KMO and Bartlett’s Testsen_US
dc.description.tableofcontentsFindings to Some of the Additional Analysesen_US
dc.description.tableofcontentsAdvertiser Questionnaire in Turkishen_US
dc.description.tableofcontentsAdvertiser Questionnaire in Englishen_US
dc.identifier.citationGülsoy, T. Y. (2006). The advertiser's perspective on advertising agency-client relationships: A survey of leading advertisers in Turkey. İstanbul: Işık Üniversitesi Sosyal Bilimler Enstitüsü.en_US
dc.identifier.urihttps://hdl.handle.net/11729/1022
dc.institutionauthorGülsoy, Tanses Yaseminen_US
dc.institutionauthorid0000-0002-0105-8496
dc.language.isoenen_US
dc.publisherIşık Üniversitesien_US
dc.relation.publicationcategoryTezen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subject.lccHF5823 .G85 2006
dc.subject.lcshAdvertising.en_US
dc.subject.lcshAdvertising agencies.en_US
dc.titleThe advertiser's perspective on advertising agency-client relationships: A survey of leading advertisers in Turkeyen_US
dc.title.alternativeReklamverenin perspektifinden reklam ajansı reklamveren ilişkileri :Türkiye'nin en büyük reklam verenleriyle anketen_US
dc.typeDoctoral Thesisen_US
dspace.entity.typePublication

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