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A Study on the Impact of Audience Perceived Quality on Brand Loyalty Based on Life Service Program

Author: WangWenJian
Tutor: LiPinZuo
School: Dongbei University of Finance
Course: Business management
Keywords: Life Service Program Perceived Quality Brand Loyalty "If You Are the One"
CLC: G222
Type: Master's thesis
Year: 2011
Downloads: 155
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Abstract

This research mainly come from the following two ideas:for one thing,the program "You Are the One" keeps high audience rating and network attention. For Chinese, nothing is more famous than the annual "CCTV Spring Festival gala" and "CCTV News" at seven o’clock every evening. However, it is really not an easy thing that the local TV can put a television program be household name. As a large life service program of Jiangsu TV show, "You Are the One" is constantly active in more and more TV screen and computer screen, which is worth thinking over; for another thing, what are influence factors for TV audience brand loyalty. This involves two aspects:the first, we should see whether there is brand loyalty for the TV show consumers, and the other, if there was brand loyalty, then the audience brand loyalty is what caused by factors. These problems to the previous studies are also confirmed dispute, yet this is just the starting point of the study.This dissertation, based on the above mentioned, is to analyse from the point of view of the empirical analysis, with audience interview and questionnaire as data collection methods, and to probe into the relationship between the audience perceived quality of the life service program and brand loyalty. Because of existence in huge difference of the context, this article firstly through the audience interview amended primitive scale, and then obtained the initial scale through the preliminary investigation of small sample and will last for a formal investigation. The exploratory factor analysis and confirmatory factor analysis ensure the survey scale’reliability and validity. This article conducted regression analysis on the relationship between the audience perceived quality and brand loyalty via application of SPSS17.0, and eventually drew an audience perceived quality-brand loyalty of life service program influence model.After the factor analysis, correlation analysis and regression analysis, the basic conclusions are as follows:The first one, audience perceived quality of TV program is composed of four dimensions:visual packaging, audience exchange, plot staging and actor quality, instead of the previous five dimensions composition of tangibles, reliability, responsiveness, assurance, empathy.The second one, the different dimensions of audience perceived quality have different effects on brand loyalty, which is consistent with previous research conclusion. Among them, audience exchange, plot staging and actor quality have positive and direct influence on brand loyalty, but visual packaging has a indirect influence through the other three dimensions into play.At last, brand loyalty indeed exists in TV programs. and what is different from the previous research is that it is unidimensional conception in data analysis of the more convincing, rather than two dimensions by behavior loyalty and attitude loyalty.In view of the above research conclusion, this paper put forward three management revelations to the television program production companys and broadcasting institutions:the first, the program content location should match well with production style; the second, the brand management idea of" audience as the center" should run through the program production always; the third, the television program’s production link of packing should be normalized and sthengthened. Although this dissertation have limitations in case selection, sample extraction and relationship between variables, it still widened the research thinking on relationship between perceived quality and brand loyalty.

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