The Impact of Service Quality and Relationship Quality on E-Advertising Success: Knowledge Management as a Moderator

Abstract

Existing studies have examined forced viewing of online advertisements and elucidates how consumers experience forced exposure circumstances in interactive environment while very few of this studies have really investigated the aspect of relationship quality and service quality in relation to online advertising. This study seeks to examine the effects of relationship quality and service quality on e-advertising in the advertising industry with the inclusion of knowledge management’s role as a moderator to measure its influence on the relationship. After using survey of 119 CEOs and managers of advertising agency companies in Jordan, the findings show that relationship quality (trust, commitment, and satisfaction) and e-advertising success are positively related. The findings also show that service quality from the perspective of service tangibility and service responsiveness have insignificant relationship with e-advertising success, meanwhile service quality from the perspective of service reliability is positively and significantly related with success of e-advertising. Knowledge management moderates the association between relationship quality and e-advertising success, but insignificant in the relationship between service quality and e-advertising success. This study suggests that advertising agency companies should improve in service and relationship quality by implementing and effective knowledge management system that will enhance the established trust and commitment with their online consumers, and lead to e-advertising success.