Factors that enhance customers' satisfaction in advertising media: A case study of radio broadcasting services in Dar es Salaam.

This study intended to investigate the factors that enhance customers' satisfaction in advertising media. Advertising media is wide, but the researcher decided to sample advertisers with the case of radio broadcasting services in Tanzania, particularly in Dar es Salaam region. Customers in this context are business and service organizations who advertise through radio stations. Other objectives of this study were to examine the source, reasons and extent of their satisfaction with radio media. This study also intended to expose additional factors other than those stated in the literature which influence radio selection in this particular environmental context. All Six existing radio stations in Dar es Salaam city were used as the bases for comparison to measure the extent of advertisers satisfaction in radio media. The findings from this study have revealed that factors such as coverage, audience size, prices, efficiency, popularity, availability, and affordability are among the major factors for advertisers that influence radio selection. Finally, the results have revealed some interesting reasons as to why many of these advertisers consider radio to be a better medium for advertising compared to other available media in this country.