Naslov
Service quality measurement of Croatian Television News: An application of the modified SERVQUAL model

Autori
Komšić, Jelena ; Valčić, Iva

Izvornik
International journal of marketing and technology (2249-1058) 5 (2015), 2; 38-50

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
service quality ; SERVQUAL ; television news ; statistical analysis ; Croatia

Sažetak
In today’s competitive environment, all service providers must achieve a high level of service quality, regardless of the type. Since we all are being confronted on a daily basis with new ways of sharing information, television news need to offer service quality to retain and increase their presence in today’s market and as well as their number of viewers. Despite the fact that the concept of service quality has gained much attention in the past 30 years, there is an evident gap in the literature concerning news service quality. This research paper examines television news service quality offered by the Croatian national broadcasting company, the Croatian Radiotelevision. In order to assess service quality in television news, an empirical investigation was carried out and a modified SERVQUAL model was used. A total of 212 respondents were employed to estimate their expectations and perceptions of television news service quality, using an on-site and self- administered questionnaire. The statistical analysis included descriptive statistical analysis and a t-test. The results indicate that television news service offered by Croatian Radiotelevision did not match the viewers’ expectations, and the gaps of all five dimensions were negative, suggesting that viewers have an overall negative perception about the television news service quality. The findings of the study can be used for improving the television news service quality and to help understand its importance. The authors are contributing to the existing literature by confirming the applicability of the SERVQUAL model for service quality measurement of television news.

Izvorni jezik
Engleski

POVEZANOST RADA