Loyalty in Agency-Client Relations: The Impact of the Organizational Context
研究了广告代理机构与客户长期忠诚关系的影响因素，发现业务和组织环境等宏观因素比具体账户特征更重要，对广告主和代理机构管理者有参考价值。
While the reasons for break-ups in agency-client relationships tend to be specific, the reasons for loyal relations are more general. A seven-factor model is postulated to explain organizational loyalty, comprising two broader components (business and organizational environment), three intermediate components (general policies, attitudes, and processes toward suppliers), and two more focused components (interpersonal and actual account features). A literature survey disclosed 57 variables relating to these seven factors.The 7-factor, 57 variable model is tested on a sample of 29 U.K. advertisers with durable advertising agency relationships (79 percent of all account relationships lasting a minimum of 15 years). While the more situation-specific account characteristics factor is most important overall, the results also confirm the relative importance of business context, organizational context, and the pervasiveness of general policies and attitudes toward suppliers for account maintenance. Indeed, a significant proportion of the sample rank organizational and business-environment factors as the most important loyalty determinants. The model appears to have good explanatory power when related to agency-client relations.