Servicios Personalizados
Revista
Articulo
Indicadores
- Citado por SciELO
- Accesos
Links relacionados
- Citado por Google
- Similares en SciELO
- Similares en Google
Compartir
Pensamiento & Gestión
versión impresa ISSN 1657-6276versión On-line ISSN 2145-941X
Resumen
GOMEZ R, Claudia. The client-agency relationship: client insight. Pensam. gest. [online]. 2010, n.28, pp.25-53. ISSN 1657-6276.
This article embodies the results of exploratory research conducted to understand and document the current state of agency-client relationship and the key factors for customer retention in our business reality from the perspective of customers or advertisers. The customers who participated are users of marketing communication agencies, namely: advertising, media centers, events and public relations. It examined issues such as expectations, the factors for achieving customer satisfaction with the services offered, intentions and reasons for change and perceived as positive aspects of their current agencies. Findings and discussion topics are recorded to better understand this relationship and the feasibility of working customer retention programs in this changing and competitive market in a restricted economy.
Palabras clave : Agency-client relationship; customer retention; marketing communication agencies; customer retention.