Research on loyalty of listeners to radio stations

• Main Authors: Fang-Yi Cho, 卓芳儀
• Other Authors: 吳志文
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/34636521297285130807

碩士 === 國立中興大學 === 行銷學系所 === 101 === The primary goal of the study is to look into how strategy of public relations, brand images, The Relationship among Brand Awareness and Trust influence the loyalty to radio stations. The study is carried out through questionnaires. Besides my personal working experience as a DJ, number of radio stations in Taichung outweighs number of any other areas in Taiwan; therefore, the study focuses on listeners in Taichung. Media workers of radio stations are concerned about the way to keep audience loyal to their own stations and even explore potential listeners. After applying quantitative analysis to 250 questionnaire collected, the result revealed that the 30~39 age group makes up the most of radio station audience while people aged 20- and 50+ are less used to listening to radio.The average income of broadcast radio listeners was found to range from NT$30,000 to NT$50,000. Through regression analysis, the data showed that (1)brand images are positively related to strategy of public relations。(2) Trust are positively related to strategy of public relations。(3) L oyalty to radio stations are positively related to strategy of public relations。(4)Brand image are positively related to L oyalty to radio stations (5) Trust are positively related to L oyalty to radio stations;but(6) strategy of public relations are not positively related to brand Awareness (7) brand Awareness are not positively related to L oyalty to radio stations; Essential elements contributing to the above-mentioned results were critically examind in Chapter 6 based on practical and personal experience.