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

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dc.contributor.authorMbekenga, Denis Rwehabura
dc.date.accessioned2019-11-22T15:28:39Z
dc.date.accessioned2020-01-08T09:52:24Z
dc.date.available2019-11-22T15:28:39Z
dc.date.available2020-01-08T09:52:24Z
dc.date.issued2000
dc.descriptionAvailable in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5826.5.T34M93)en_US
dc.description.abstractThis 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.en_US
dc.identifier.citationMbekenga, D. R. (2000). Factors that enhance customers' satisfaction in advertising media: A case study of radio broadcasting services in Dar es Salaam. Master dissertation, University of Dar es Salaam.en_US
dc.identifier.urihttp://localhost:8080/xmlui/handle/123456789/5471
dc.language.isoenen_US
dc.publisherUniversity of Dar es Salaamen_US
dc.subjectRadio advertisingen_US
dc.subjectRadio broadcastingen_US
dc.subjectMarketingen_US
dc.subjectAdvertising media planningen_US
dc.subjectDar es Salaamen_US
dc.subjectTanzaniaen_US
dc.titleFactors that enhance customers' satisfaction in advertising media: A case study of radio broadcasting services in Dar es Salaam.en_US
dc.typeThesisen_US

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