Browsing by Author "Ihtisham Khaliq"

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    “IMPACT OF PROJECT MANAGEMENT PRACTICES ON CLIENT AGENCY RELATIONSHIP WITH MODERATING ROLE OF CORPORATE REPUTATION”
    (umt.lahore, 2021) Ihtisham Khaliq
    This current research intends to examine the dimensions of agency performance in advertising agencies and their impact on the relationship quality between advertising agencies and its clients. It is well documented in the literature that continuing long-term relationships is a key important for advertising agencies in this competitive environmen
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    “Impact of project management practices on client agency relationship with moderating role of corporate reputation”
    (UMT Lahore, 2021) Ihtisham Khaliq
    This current research intends to examine the dimensions of agency performance in advertising agencies and their impact on the relationship quality between advertising agencies and its clients. It is well documented in the literature that continuing long-term relationships is a key important for advertising agencies in this competitive environment. This study expands the concept of project management in an advertising industry in order to retain the clients of an advertising industry. Based on Project Management and Relationship Theory, this study supports the link between agency performance, perceived corporate reputation and client satisfaction and loyalty. It targets businesses which acquire the services of marketing solutions or an advertising industry; hence, participants of study were selected from different business databases providing details of key decision makers in their firm based in Pakistan. Data was collected through an online survey. The results of a survey involving 250 business personnel help in understanding how project management can improve agency performance which has a significant role on satisfaction and loyalty of the client. Also, the findings revealed perceived corporate reputation has an impact on relationship quality between agency and its client as it has a moderating effect between agency performance and client satisfaction and loyalty.