The Impact of Product Quality on Advertising Media Planners’ Satisfaction

ABSTRACT

Income structures of media companies strongly rely on advertising revenues. To be able to produce content of high quality, many media companies need to be able to maximize revenues on the advertising market. In this context it is obvious that the core product of media companies, which is the content package, is essential for selling advertising space and time. We therefore address the question to which extent high product quality in terms of quality of the advertising space and content benefits success in selling advertising for varying types of media. Based on the service value chain concept, we develop a theoretical model and empirically test it to evaluate the impact of product quality on customer satisfaction.