Journal of Applied Marketing Theory, Vol 2, No 2 (2011)

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An Integrated Model of Media Satisfaction and Engagement: Theory, Empirical Assessment, and Managerial Implications

G. Russell Merz

Abstract


Media satisfaction theorists suggest that satisfaction with media vehicles is linked to audience loyalty, greater vehicle usage, and other media related behaviors. More recently, similar claims are made by media engagement theorists regarding levels of newspaper readership and receptivity to advertising messages. The dilemma for media managers charged with making decisions about how best to manage and strengthen customer relationships through the delivery of high quality business operations is which model to choose. To date no study has examined the relative effects of customer satisfaction and engagement resulting from business operations onto the future intentions of media audiences. This study presents a comprehensive model that blends both approaches for a newspaper vehicle. The results indicate that media satisfaction and engagement play complementary roles in predicting the future intentions of media audiences, and media managers need to consider both as they evaluate how their business operations impact customer relationships.


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ISSN 2151-3236