Designing a model for television audience loyalty (Case Study: Islamic Republic of Iran Broadcasting)

Abstract

Media organization, in an environment in which rapid media technology changes and intense competition among media for attracting new and active audiences are the most important challenge should be able to attract new audiences and besides, manage their relationship and increase their loyalty. Therefore, this research, by using uses and gratification approach and loyalty theories in the marketing literature, has tried to present a model by which media organization can satisfy audiences and make them loyal. This study, by using structural model, tries to analyze counter effects of needs and expectations of audiences, obtained satisfaction, access to different media, social interaction of audience and loyalty of national media audiences in Tehran City and after exploratory and confirmatory analysis, to present final model of audience relationship management model in Islamic Republic of Iran Broadcasting (IRIB).