Date of Award

2025

Degree Name

Business Administration

College

Brad D. Smith School of Business

Type of Degree

D.B.A.

Document Type

Dissertation

First Advisor

Dr. Marc Sollosy

Second Advisor

Dr. Deepak Subedi

Third Advisor

Dr. Whitney Peake

Abstract

Integrated Marketing Communications (IMC) agencies report high customer turnover, making it difficult for them to retain customers in the B2B realm. Relationship Marketing Theory informs this study, which centers on IMC firm growth from market share. Market share is a result of customer loyalty. There are factors that IMC agency leaders, such as CEOs and CMOs, can leverage to strengthen customer loyalty, including satisfaction, trust, quality, value, habit, engagement, attachment, image, and reputation. This study examines these concepts collectively for the first time in any context; it also examines them specifically in the IMC agency context for the first time. This is done by collecting primary data from IMC-agency customers who are CEOs, CMOs, or other IMC agency decision-makers in for-profit firms, nonprofit organizations, and government agencies. These individuals hire IMC agencies to conduct research, develop and carry out strategies, and conduct evaluations to gauge impact—all for the client’s benefit in goal attainment. The study uses stepwise regression to determine what customer factors positively impact customer loyalty directly. It also determines what factor is the most impactful. This allows CEOs, CMOs, and other IMC agency decision-makers to ensure this factor is part of their strategy to retain customers, increase agencies’ market share, and ultimately grow their firms.

Subject(s)

Marketing.

Industrial management.

Public relations.

Advertising.

Customer loyalty.

Strategic planning.

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