Client Role Ambiguity and Satisfaction in Client–Ad Agency Relationships
研究调查了小型企业客户在广告代理关系中的角色模糊性与满意度之间的关系，发现角色模糊性与满意度相关，且大型与小型广告主之间存在显著差异。
An earlier investigation of the relationships between very large advertisers and their ad agencies found significant correlations among the variables of client-role ambiguity (i.e., lack of certainty regarding relationship and occupational role requirements}, client satisfaction, and other relationship characteristics. The present study replicated these findings by investigating a national sample of marketing clients representing much smaller firms. The results indicate that, while role ambiguity is correlated with client satisfaction in the small account setting, there are also significant differences in the consequences of the ambiguity construct between large and small advertisers. In addition, the present study confirms that most clients express quite high levels of satisfaction with their advertising agencies.