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

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 supe...

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Main Author:	Kiew, Leck Min
Format:	Thesis
Language:	eng eng
Published:	2017
Subjects:	HF5801-6182 Advertising
Online Access:	https://etd.uum.edu.my/6768/1/s92012_01.pdf https://etd.uum.edu.my/6768/2/s92012_02.pdf
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id	my-uum-etd.6768
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Cheng, Wei Hin Ku Ishak, Awanis
topic	HF5801-6182 Advertising
spellingShingle	HF5801-6182 Advertising Kiew, Leck Min Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator
description	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
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Kiew, Leck Min
author_facet	Kiew, Leck Min
author_sort	Kiew, Leck Min
title	Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator
title_short	Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator
title_full	Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator
title_fullStr	Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator
title_full_unstemmed	Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator
title_sort	relationship quality, service quality on internet advertising effectiveness : knowledge management as a moderator
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2017
url	https://etd.uum.edu.my/6768/1/s92012_01.pdf https://etd.uum.edu.my/6768/2/s92012_02.pdf
_version_	1747828114287755264
spelling	my-uum-etd.67682021-05-10T00:46:46Z Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator 2017 Kiew, Leck Min Cheng, Wei Hin Ku Ishak, Awanis Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5801-6182 Advertising 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. 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Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator

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