Moderators of the Effect of Viewer Satisfaction on Loyalty Towards Television Channels in Harare, Zimbabwe

IF 1.8 Q3 BUSINESS

Journal of African Business Pub Date : 2021-07-24 DOI:10.1080/15228916.2021.1956801

Charles Makanyeza, Adolf Garikai Gomwe, O. Jaiyeoba

引用次数: 0

Abstract

ABSTRACT Based on a survey of 501 television viewers, this study investigated factors moderating the effect of viewer satisfaction on viewer loyalty toward television channels. Research hypotheses were tested using moderated regression analysis. The study found that viewer satisfaction, perceived service quality, corporate reputation, switching cost and price all positively influenced viewer loyalty while corporate reputation, gender, age, education and income did not influence viewer loyalty. Only switching cost and price had significant moderating effects on the viewer satisfaction-viewer loyalty relationship; the rest of the hypothesized relationships were insignificant. The findings of this study have theoretical, practical and future research implications.

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在津巴布韦哈拉雷，观众满意度对电视频道忠诚度的影响调节者

摘要本研究通过对501名电视观众的调查，探讨了观众满意度对电视频道忠诚度的影响因素。采用适度回归分析对研究假设进行检验。研究发现，观众满意度、感知服务质量、企业声誉、转换成本和价格对观众忠诚度都有正向影响，而企业声誉、性别、年龄、教育程度和收入对观众忠诚度没有影响。只有转换成本和价格对观众满意度-忠诚度关系有显著的调节作用;其余的假设关系都不重要。本研究结果具有理论、实践和未来的研究意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of African Business BUSINESS-

CiteScore

4.60

自引率

10.50%

发文量

期刊介绍： Journal of African Business is the official journal of the Academy of African Business and Development, the largest network of professionals committed to advancement of business development in African nations. JAB strives to comprehensively cover all business disciplines by publishing high quality analytical, conceptual, and empirical articles that demonstrate a substantial contribution to the broad domain of African business. Regardless of the research context, tradition, approach, or philosophy, manuscripts submitted to JAB must demonstrate that the topics investigated are important to the understanding of business practices and the advancement of business knowledge in or with Africa. Particularly, JAB welcomes qualitative and quantitative research papers. JAB is not, however, limited to African-based empirical studies. It searches for various contributions, including those based on countries outside Africa that address issues relevant to African business. Targeted toward academics, policymakers, consultants, and executives, JAB features the latest theoretical developments and cutting-edge research that challenge established beliefs and paradigms and offer alternative ways to cope with the endless change in the business world. Covered areas: Accounting; Agribusiness Management and Policy; Business Law; Economics and Development Policy; Entrepreneurship and Family Business; Finance; Global Business; Human Resource Management; Information and Communications Technology (ICT); Labor Relations; Marketing; Management Information Systems (MIS); Non-Profit Management; Operations and Supply Chain Management; Organizational Behavior and Theory; Organizational Development; Service Management; Small Business Management; Social Responsibility and Ethics; Strategic Management Policy; Technology and Innovation Management; Tourism and Hospitality Management; Transportation and Logistics