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

Charles Makanyeza, Adolf Garikai Gomwe and Olumide Olasimbo Jaiyeoba

Journal of African Business, 2022, vol. 23, issue 4, 851-868

Abstract: 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.

Date: 2022
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DOI: 10.1080/15228916.2021.1956801

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