Development of Approach for Advertising Agencies' Clients' Satisfaction Measurement on Russian Market on the Basis of Forming Factors Analysis

Advertising industry in Russia is one of the most fastest-growing advertising industries in the world. Key international and local advertisers keep exploring nwe media channels, communication strategies and strategies of dialogue with consumers. In this job thay are supported by media agencies which serve as mediators between companies and consumers and provide advertisers with wide range of services from buying of advertisment to media strategy development. Relationship between agencies and their clients are subject of research of relationship marketing, that lately faces problem of thier relationship duration decrease and increase of tenders' frequency. So agencies' clients satisfaction becomes one of the key factors determining success or failure of their relationship. This research was hold in the form of case-study. Its object was one of the biggest media agencies in Russia and its goal was to improve the approach for its clients' satisfaction measurement through its forming factors' analysis.