Commonalities in the Reasons for Switching Advertising Agencies: Corroboratory Evidence from New Zealand

Geoffrey R. Durden · T. Orsman · Paul C. N. Michell

30 citations0/0 files storedInternational Journal of Advertising

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Outsourcing and Supply Chain Management

Abstract

Our replication study in New Zealand of failed advertising agency-client relationships provides findings to support previous UK and US research that a common set of reasons appears to exist, both between countries and over time, to explain why breakups occur. Advertisers responsible for over half of advertising account switches in New Zealand between 1993 and 1994 gave identical rankings to their counterparts in the UK and USA on the general factors explaining breakups, and also similar ratings on the relative importance of the thirty-five detailed variables associated with failure.

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