Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator

• Main Author: Kiew, Leck Min
• Format: Thesis
• Language: English; English
• Published: 2017
• Subjects: HF5801-6182 Advertising
• Online Access: http://etd.uum.edu.my/6768/

The importance of effective internet advertising is substantial. According to the various scholars, relationship quality, service quality and knowledge management are among important constructs to ensure internet advertising effectiveness. However, ineffective internet advertising creates superfluous spending and meaningless effort. Thus, the effort to investigate the circumstance is deemed appropriate. Consequently, this study examined the influence of two constructs namely relationship quality and service quality on internet advertising effectiveness in Malaysia. Besides, the study also examined the moderating role of knowledge management construct on the relationship between relationship quality, service quality, and internet advertising effectiveness. The cross-sectional survey approach was used. Data were collected from 322 CEOs/Managers from the advertising agency firms. The data was analysed via SPSS software. Various statistical analyses were used to analyze the data such as descriptive analysis, correlation analysis, and hierarchical regression analysis. Based on the results, it was revealed that four of the hypothesized relationships were supported. The findings showed significant relation of two service quality dimensions, namely, tangibility and responsiveness with internet advertising effectiveness. Meanwhile knowledge management significantly moderated the relationship between the relationship quality dimensions namely tangibility and responsiveness on internet advertising effectiveness. In general, findings of this study showed the importance of the advertising firms in Malaysia to ensure impeccable service quality which will in turn lead to the effectiveness of their internet advertising. This will guarantee their client-agency relationship quality and the subsequent survival-cum competitive advantage. Improving service quality through an effective and efficient knowledge management system will enhance the effectiveness of internet advertising in Malaysia