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Assessing service quality in the South African advertising industry
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613625566363648 |
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| access_status_str | Open Access |
| author2 | Machado, Ricardo |
| author_browse | Machado, Ricardo |
| author_facet | Machado, Ricardo |
| collection | Thesis |
| dc_rights_str_mv | © 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23684 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:07.647Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23684 Assessing service quality in the South African advertising industry Machado, Ricardo upetd@up.ac.za Shuttleworth, Andrew Jon UCTD Advertising Dissertation (MBA)--University of Pretoria, 2010. Service excellence is recognised as a valuable company asset and an ideal way for service organisations to achieve competitive differentiation. For the most part, the fast paced and continuously changing business environment has forced many companies to reconsider service quality as a potent tool to enhance customer relationships, increase employee morale and productivity. However, due to the nature of services, attempts to achieve service quality require ongoing effort and commitment. The research objective was to examine service quality in the South African advertising industry, identify the quality dimensions that are most important to advertisers, rank the dimensions in order of importance and make recommendations thereof. From the literature review, four research questions were identified and answered, through a modified SERVQUAL questionnaire, which was sent via e-mail to 100 marketers in the top 100 companies in terms of media spend. The conclusion was that the advertising industry is not delivering the required service quality to advertisers in terms of their expectations as measured against the service quality dimensions. Advertising agencies should therefore devote more effort to improving service quality levels throughout the advertising industry in South Africa. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T15:44:23Z 2010-06-29 2013-09-06T15:44:23Z 2007-04-08 2010-06-29 2010-04-01 Dissertation Shuttleworth, AJ 2006, Assessing service quality in the South African advertising industry, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23684 > G10/270/ag http://hdl.handle.net/2263/23684 http://upetd.up.ac.za/thesis/available/etd-04012010-115107/ © 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Advertising Assessing service quality in the South African advertising industry |
| title | Assessing service quality in the South African advertising industry |
| title_full | Assessing service quality in the South African advertising industry |
| title_fullStr | Assessing service quality in the South African advertising industry |
| title_full_unstemmed | Assessing service quality in the South African advertising industry |
| title_short | Assessing service quality in the South African advertising industry |
| title_sort | assessing service quality in the south african advertising industry |
| topic | UCTD Advertising |
| url | http://hdl.handle.net/2263/23684 http://upetd.up.ac.za/thesis/available/etd-04012010-115107/ |