The Relationships Between Customer Satisfaction and Loyalty In Cable News Channels: A Case Study Of Communication Students

• Main Authors: Yi-Yi Lan, 藍一依
• Other Authors: Yu-Nu Lu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/54490515335982112114

碩士 === 銘傳大學 === 傳播管理研究所 === 92 === Since the deregulation of cable television, audiences have many alternatives in addition to wireless Television. From then on, Taiwan’s television market in general has become more competitive. Nowadays, we know that satisfied customers bring about successful business. Because satisfied customers will assist to promote the business, including recommendation the product to their friends or sustainable consummation by themselves. On the contrary, dissatisfied customers will make the loss to the business by presenting negative image to others. In Taiwan’s TV market, the penetration rate of cable TV has reached a pitch at 84%. Besides, the audiences’ market has been demassified. All the channels’ owners resort to every conceivable means to attract and satisfy more audiences in order to obtain more profits. Just like other channels, the audience rating of cable news channels is also growing now. Audiences pay more and more attention to the news channels. This research samples college communication major students and discusses the relationships between customer satisfaction and loyalty in cable news channels. In addition to similar results from other industry studies, the findings of this research indicate that the theory of “high satisfaction brings high loyalty” exists in the media industry. Different demographic variables affect “customer satisfaction” and “loyalty”. Therefore, the strategy of “Channel Segmentation” means a lot of small, individual or demassified media. It also discovers that “switching action” results in the decline of ratings, even affects channels’ profits. Furthermore, the news channels have to pay more attention to two major competitive media, newspapers and the internet.