This study aims at understanding the relationship between advertising agencies and its customers and the factors that affect the trust and satisfaction of Account Executes.
The study test the Correlations and Significance of variables to trust and satisfaction. Then, understanding if trust and satisfaction are significant by T-test. Finally, Stepwise Regression is used for understanding that which variables are explainable for trust and satisfaction.
The samples of the study are the 52 AE in the top10 advertising agencies in Taiwan. In addition, survey is for the advertisers of the AE also. The study founds that the significant differences between advertisers and AE are disclosure reciprocity 、transaction special investment、long-term orientation and trust。About Correlations, advertisers service domain expertise、disclosure reciprocity、cooperative intentions、 reputation and AE ’s relation quality are positive and significant.
Exceptions are in trust and satisfaction. The results indicate that in Stepwise Regression and Regression, advertisers ’ service domain expertise、reputation and cooperative intentions are explainable and significant with AE’s trust. About satisfaction, only advertisers ’ cooperative intentions and reputation can be explainable.
It may be because AE ’s satisfaction have less relationship with the continuum of the contracts. Since it ’s an unfair and buyers-oriented advertising market. The advertisers ’ satisfaction affect the possibility of continuing cooperation.