www.fthm.uniri.hr 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, 51410 Opatija T: +385 (0)51 294 313 E: jelenak@fthm.hr Šibenik, October 2nd, 2015
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
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
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
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.
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.
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
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= 212 60% two-week period in October 2014
Study Results - Descriptive statistics ITEMS PERCENTAGE ITEMS PERCENTAGE Gender Age Male 29.2 20 and less 1.4 Female 70.8 21-30 66.5 31-40 15.2 Level of education 41-50 9.4 Viewers profile (n=212) Secondary school 20.9 51-60 7.5 College and 72.2 61 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
Study Results Descriptive statistics MEAN scores and GAP analysis by dimensions (n=212) DIMENSIONS EXPECTATIONS PERCEPTIONS MEAN GAP Reliability (6) 4.65 3.50-1.15 Responsiveness (7) 4.32 3.11-1.21 Assurance(7) 4.07 3.12-0.95 Tangibles (5) 3.76 3.45-0.31 Empathy (7) 4.03 3.31-0.87 TOTAL 4.18 3.31-0.87 Note: Expectations and Perceptions means range from 1 (strongly disagree) to 5 (strongly agree); Source: authors
Study Results Multivariate Statistical Analysis Expectations Perceptions TESTS (n=212) (n=212) Kaiser-Meyer-Olkin s Test (KMO) 0.859 0.931 Chi-Square 2833.560 4206.918 Bartlett s Sphericity Degrees of freedom (df) 496 496 Test Sig. 0.000 0.000 Source: authors Exploratory Factor Analysis: KMO and Bartlett s test for expectations and perceptions scales
Study Results Multivariate Statistical Analysis Exploratory Factor Analysis for EXPECTATIONS SCALE (n=212) DIMENSIONS EIGENVALUE % OF VAR. ALPHA VALUE Factor 1 assurance 4.330 13.532 0.871 Factor 2 responsiveness 3.542 11.068 0.859 Factor 3- empathy 3.296 10.301 0.804 Factor 4 tangibles 2.138 6.682 0.778 Factor 6 - reliability 1.916 5.987 0.504 TOTAL 20.051 62.658 0.910 Source: authors
Study Results Multivariate Statistical Analysis Exploratory Factor Analysis for PERCEPTIONS SCALE (n=212) DIMENSIONS EIGENVALUE % OF VAR. ALPHA VALUE Factor 1- responsiveness 7.050 22.030 0.931 Factor 2 empathy and 4.377 13.679 0.891 reliability Factor 3 - tangibles 2.586 8.081 0.834 Factor 4 - anxiety 2.553 7.978 0.789 Factor 5 assurance 2.310 7.220 0.745 Factor 6 informative 2.011 6.283 0.550 TOTAL 20.887 65.271 0.951 Source: authors
Conclusion 1. Hypotheses: - H1 is accepted - H2, H3 and H4 are rejected 2. Limitations: - period of data collection - sample size - viewers demographic characteristics 3. 3. Future studies: - better demographic picture and a larger sample size - investigation of satisfaction and loyalty concepts - Investigation of different media types 4.
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