Analysis of Factors Influencing Digital Marketing Agency Members' Decision to Leave the Company

Digital marketing agencies are characterized by high work intensity, extended working hours, and deficiencies in organizational communication and reward systems, generating frequent talent migration. (1) Background/Purpose: This study aims to identify the key factors driving departures from digital marketing agencies and to propose evidence-based talent retention strategies. While prior literature has identified rewards, communication, personal development opportunities, and work-life balance as general turnover determinants, quantitative analysis of these factors within the specific context of digital marketing agencies remains scarce. (2) Methodology/Approach: The Analytic Hierarchy Process (AHP) was employed to quantitatively assess the relative importance of five key factors—rewards, communication, information sharing, personal development, and work-life balance—across 20 sub-items. Surveys were administered to 30 respondents: 15 former employees who had left a digital marketing agency and are currently working in a different industry (Group A), and 15 current employees holding mid-level or higher positions at a digital marketing agency (Group B). All participants had a minimum of 10 years of experience in the industry. Data were collected between September 23 and October 18, 2024. (3) Findings: Rewards emerged as the most important factor for both groups, with salary negotiation ranking first (Group A: 0.295; Group B: 0.286), demonstrating that the fairness and transparency of reward systems directly determine organizational satisfaction. While the ranking order of the five major factors was identical across both groups (Rewards > Communication > Information Sharing > Personal Development > Work-Life Balance), significant differences in the weighting of sub-factors were observed. Group A rated unfair performance bonuses and lack of mentor support more critically; Group B was more sensitive to the non-collection of member opinions, non-disclosure of company information, and manager indifference. Work-life balance ranked lowest for both groups, though Group A emphasized overtime work directives while Group B emphasized manager indifference as key concerns. (4) Originality/Value: This study provides the first AHP-based quantitative comparison of exit and retention decision factors between departed and current employees in digital marketing agencies. The findings offer concrete, prioritized organizational improvement strategies—including enhanced reward system transparency, strengthened communication channels, information sharing reform, structured mentoring, and work environment improvement—applicable to digital marketing agencies and organizations with similar structures.