Title:
RELATIONSHIP QUALITY, SERVICE QUALITY AND INTERNET ADVERTISING EFFECTIVENESS: MODERATING EFFECTS OF KNOWLEDGE MANAGEMENT

Authors:
Khor KokKeat and Kiew Leck Min

Abstract:
The effectiveness of internet advertising as an outcome to which certain factors contribute still remains under-investigated. The purpose of this study therefore is to examine relationship quality and service quality in relation to internet advertising effectiveness and to evaluate whether knowledge management moderates the relationship between relationship quality and service quality on internet advertising effectiveness. Relationship quality and service quality are each conceptualized as three-dimensional construct while internet advertising effectiveness consists of one-dimensional construct whereas knowledge management as a moderating factor to fill the gap between relationship quality, service quality and internet advertising effectiveness. PLS-SEM technique is deployed to test the hypothesized relationships. Data to all variables of interest studied is collected from a survey using structured questionnaires. A total of 322 sets of structured questionnaires was sent out to 322 CEOs/managers of these advertising companies located in Selangor state and Kuala Lumpur, Malaysia. Of the 322 questionnaires distributed, only 36.3% of them or 117 were returned and usable. Empirical findings have shown that service tangibility and knowledge management have a significant positive relationship with internet advertising effectiveness. Knowledge management however, is found to have not moderated the relationships between relationship quality and service quality on internet advertising effectiveness. This paper also highlights the limitations, managerial implications and conclusion.