The Effect of Public Media Service Delivery on Customer Satisfaction in Ethiopia: The Case of Dire Dawa Mass Media Agency Ethiopia

Abstract

The current study examines the effect of public media service delivery on customer satisfaction. For this purpose, a model has been designed for the study, which included a number of variables which were identified based on an investigation and examination of the environment of public media service delivery in Dire Dawa Mass Media Agency. The study’s constructs were divided into six dimensions including Content Quality, Credibility, Accuracy, Public pattern of journalism, Universality and Diversity to deal with public media service delivery. Six hypotheses were developed based on the dimensions of the study as well as the relevant literature. In addition to, the hypothesis to measure the correlation between different constructs of the study’s model. In order to collect the data required for examining the hypotheses and reaching conclusions, a questionnaire, consisting of (21) questions covering the dimensions as well as hypotheses of the study, was designed. The design and development of this questionnaire was based on an initial pretested survey distributed to a sample consisting of 40 customers of public media. The initial survey was also pretested and evaluated by a panel of journalists in DDMMA in order to assess the items within each construct. The questionnaires were distributing to customers of public media in Dire Dawa Administration. Data collection resulted in 400 usable surveys for subsequent analysis. Overall, the findings provided support for the model of the study. All the hypotheses regarding the impact of the factors included in the study on the effect of public media service delivery on customer satisfaction were supported. Moreover, the results of the study indicated that there is a significant relationship between all constructs of the study’s model. These results indicated that the factors relating to public media service delivery influence on consumer satisfaction.

Keywords: Service Quality, Customer Satisfaction, Public Media Dire Dawa

DOI: 10.7176/NMMC/103-01

Publication date: December 31^st 2022