MAINTAINING CLIENT COMMITMENT IN ADVERTISING AGENCY-CLIENT RELATIONSHIPS

A rapidly expanding base of theory and practice reflects the increased emphasis being placed on initiating building, and maintaining close b usiness relationships. Research on advertising agency-client relations hips has been less complete with the focus being primarily on the diag nosis of failed relationships. This study examines the consequences of agency and client behaviors on the working relationships. The working relationship is then shown to influence agency performance and client disposition. Survey data collected from 194 advertisers show that age ncy, and client behaviors influence productive interaction, conflict, and creative quality implementation. Results further indicate that age ncy, performance increases client trust and commitment. Productive int eraction also increases client commitment, whereas conflict decreases client commitment. (C) 1997 Elsevier Science Inc.