The impact of advertising creativity on customer loyalty : Case Agency X
El Mahboul, Rabia (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201302192430
https://urn.fi/URN:NBN:fi:amk-201302192430
Tiivistelmä
Service quality and customer loyalty in business to business setting are vital in achieving business success. Moreover, advertising creativity and customer loyalty in B2B field have evoked a lot of debates. Yet, a lot of issues are still unclear and have not been explored by researchers to a sufficient degree.
The main scope of the thesis is to give an insight on advertising creativity as well as service quality and its impact on customer loyalty from the agency perspective.
For this purpose, one of the most important advertising agencies in Finland was chosen as a case study. Recently, the agency has won several awards; it is ranked as number one in Finland and it is among the top ten worldwide.
Clarifying the subject in an objective manner was challenging. Therefore, it was important first to understand the nature of the dichotomy: advertising creativity/customer loyalty. Then, it was central to present insights on disruption, the advertising process and customer loyalty in B2B.
The findings show that, indeed, advertising creativity has a huge impact on customer loyalty. However, other factors together with creativity issues have an impact on customer loyalty such as marketing strategy, resources management and customer relationship management. One of the most important results was the value of disruption as philosophy, and value added, which reveals much interest from the agency. A surprising result is that disruption is not known by most loyal clients, although it does have a relative impact on them. Finally, the last finding shows that the agency-client relationship has a direct impact on customer loyalty.
The main scope of the thesis is to give an insight on advertising creativity as well as service quality and its impact on customer loyalty from the agency perspective.
For this purpose, one of the most important advertising agencies in Finland was chosen as a case study. Recently, the agency has won several awards; it is ranked as number one in Finland and it is among the top ten worldwide.
Clarifying the subject in an objective manner was challenging. Therefore, it was important first to understand the nature of the dichotomy: advertising creativity/customer loyalty. Then, it was central to present insights on disruption, the advertising process and customer loyalty in B2B.
The findings show that, indeed, advertising creativity has a huge impact on customer loyalty. However, other factors together with creativity issues have an impact on customer loyalty such as marketing strategy, resources management and customer relationship management. One of the most important results was the value of disruption as philosophy, and value added, which reveals much interest from the agency. A surprising result is that disruption is not known by most loyal clients, although it does have a relative impact on them. Finally, the last finding shows that the agency-client relationship has a direct impact on customer loyalty.