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

Moderators of the Effect of Viewer Satisfaction on Loyalty Towards Television Channels in Harare,... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of African Business Taylor & Francis

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

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

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...
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Publisher
Taylor & Francis
Copyright
© 2021 Informa UK Limited, trading as Taylor & Francis Group
ISSN
1522-9076
eISSN
1522-8916
DOI
10.1080/15228916.2021.1956801
Publisher site
See Article on Publisher Site

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.

Journal

Journal Of African Business – Taylor & Francis

Published: Oct 2, 2022

Keywords: Antecedents of customer loyalty; customer loyalty; customer satisfaction; television channels; television viewers

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