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

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 qua...

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Bibliographic Details
Published in:Journal of African business 2022-10, Vol.23 (4), p.851-868
Main Authors: Makanyeza, Charles, Gomwe, Adolf Garikai, Jaiyeoba, Olumide Olasimbo
Format: Article
Language:English
Subjects:
Antecedents of customer loyalty
Brand loyalty
customer loyalty
Customer satisfaction
Loyalty
Moderators
Quality of service
Reputations
Television
television channels
television viewers
Television viewing
Viewers
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Summary: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.
ISSN:1522-8916
1522-9076
DOI:10.1080/15228916.2021.1956801