Investigating Television News Service Quality Dimensions: A Factor Analysis Approach

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1 facebook.com/fmtuopatija Jelena Komšić, M.A., Ph.D. student Iva Valčić, M.A., Ph.D. student Investigating Television News Service Quality Dimensions: A Factor Analysis Approach Contact information: A: Primorska 42, Opatija T: +385 (0) E: jelenak@fthm.hr Šibenik, October 2nd, 2015

2 Presentation outline I. Introduction II. Conceptual Background III. Empirical Background Research Methodology Research objectives and hypotheses Questionnaire design Data Analysis Study results Univariate and multivariate statistical analysis IV. Conclusion Limitations Future research

3 Conceptual Background SERVICE QUALITY overall evaluation that results from comparison between a customer s expectation and service received from a provider (Parasuraman, Zeithaml and Berry, 1985) SERVICE QUALITY TELEVISION NEWS QUALITY NEWS the measure of how well the delivered service level matches customer expectations (Weitz and Wessley, 2002) QUALITY NEWS information about matters of general political or social significance (Zaller, 1999) SERVQUAL TELEVISION NEWS SERVICE QUALITY

4 Instrument development SERVQUAL (Parasuraman, Zeithaml and Berry, 1985; 1988) MODIFIED SERVQUAL Mursaleen et al. (2014); Marković et al. (2013) SERVQUAL Tangibles (4) Reliability (5) Responsiveness (4) Assurance (4) Empathy (5) Tangibles (5) Reliability (6) Responsiveness (7) Assurance (7) Empathy (7) 22 variables 32 variables

5 Research Methodology The main purpose of this study was: a) to fill the current gap in the theoretical and empirical research of television news service quality; b) to empirically investigate the expected and perceived television news service quality; c) to investigate the relative importance of the service quality dimensions.

6 Research Methodology Research Hypotheses H 1 : Overall expectation of the television news service quality is high. H 2 : Overall perception of the television news service quality is high. H 3 : Responsiveness is the highest expected service quality dimension. H 4 : Empathy is the highest perceived service quality dimension. H 5 : The SERVQUAL model and its dimensions are relevant and reliable in the television news context. H 6 : The modified SERVQUAL model will exhibit multiple dimensions in the television news context.

7 Research Methodology QUESTIONNAIRE Viewers expectations on Service Quality Viewers perceptions on Service Quality Gap Analysis (Paired Sample t- test) 6 Dimensions of the Model EFA & Reliability analysis Conclusion

8 Sample Design CHARACTERISTICS DESCRIPTION Type of research Target population and research object Type of data Sample size Respondent rate Period of data collection Descriptive, empirical Television News viewer Primary n= % two-week period in October 2014

9 Study Results - Descriptive statistics ITEMS PERCENTAGE ITEMS PERCENTAGE Gender Age Male and less 1.4 Female Level of education Viewers profile (n=212) Secondary school College and and above 0.0 university MSc or PhD 7.1 Occupation Source: authors How often do you watch TV? Unemployed 15.1 Rarely 15.6 Employed 69.3 Once a week 5.2 Student 15.6 Several times a 30.2 Retired 0.0 week Daily 49.1

10 Study Results Descriptive statistics MEAN scores and GAP analysis by dimensions (n=212) DIMENSIONS EXPECTATIONS PERCEPTIONS MEAN GAP Reliability (6) Responsiveness (7) Assurance(7) Tangibles (5) Empathy (7) TOTAL Note: Expectations and Perceptions means range from 1 (strongly disagree) to 5 (strongly agree); Source: authors

11 Study Results Multivariate Statistical Analysis Expectations Perceptions TESTS (n=212) (n=212) Kaiser-Meyer-Olkin s Test (KMO) Chi-Square Bartlett s Sphericity Degrees of freedom (df) Test Sig Source: authors Exploratory Factor Analysis: KMO and Bartlett s test for expectations and perceptions scales

12 Study Results Multivariate Statistical Analysis Exploratory Factor Analysis for EXPECTATIONS SCALE (n=212) DIMENSIONS EIGENVALUE % OF VAR. ALPHA VALUE Factor 1 assurance Factor 2 responsiveness Factor 3- empathy Factor 4 tangibles Factor 6 - reliability TOTAL Source: authors

13 Study Results Multivariate Statistical Analysis Exploratory Factor Analysis for PERCEPTIONS SCALE (n=212) DIMENSIONS EIGENVALUE % OF VAR. ALPHA VALUE Factor 1- responsiveness Factor 2 empathy and reliability Factor 3 - tangibles Factor 4 - anxiety Factor 5 assurance Factor 6 informative TOTAL Source: authors

14 Conclusion 1. Hypotheses: - H1 is accepted - H2, H3 and H4 are rejected 2. Limitations: - period of data collection - sample size - viewers demographic characteristics Future studies: - better demographic picture and a larger sample size - investigation of satisfaction and loyalty concepts - Investigation of different media types 4.

15 THANK YOU FOR YOUR ATTENTION! Time for Questions & Answers

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