| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 93 === After four years of test broadcasting, Taiwan Government offered eight management licenses of Digital Audio Broadcasting (DAB) in 2004 for broadcasting operators to apply for, making a step further toward the formal launch. DAB has many advantages over the traditional analog broadcasting, but customers’ acceptance will eventually play a major role in the future of DAB. Currently most of the studies of DAB are taking the technical point of view or, in a few cases, broadcasters’ point of view. Since no research has been done from the listeners’ viewpoint, this study intends to consider DAB as an information service and analyze the listeners’ awareness of and expectations for DAB. All the researches and approaches involved in this study are based on the theories of Service Quality and Customer Satisfaction. This study shows that in Taiwan there is a remarkable gap between listeners’ expectations for and awareness of DAB, especially so in such items as “excellent transmission, not obstructed by terrain”, “automatic information updating” and “instructions displayed in written words”, etc. As for the audio quality, listeners express both high expectations and full awareness. Listeners aged from 21 to 25 have the highest expectations for and the fullest awareness of DAB. This study suggests that after the launch, the DAB operators make different promotion plans according to age groups, use the excellent audio quality as a highlight of products and a competitive edge in the market, and improve service quality.
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