Discustion - The Analysis of Relationship between Reader’s Satisfaction and Loyalty: Case Study

Chapter III Methodology

4.6 Discustion

From the data analysis result with regression method, t-test, anova method. This study shows that the quality of HPN have positive relationship with reader satisfaction and loyalty and also the satisfaction have positive relationship with the loyalty too. This reslut is similar with others study of Tsourvkas, Agas, Zotos, and Veglis ( 2004). The result have shown that the theoretical model of hypotheses is reinforce by emprical data. Evident that there are two prerequisites for a reader in order to subscribe to paper: It is needed to have quality content and the reader has to be satisfied with paper. Satisfaction and quality will lead to be come loyaty with paper.

Further, this study also tests the demographic of reader related to satisfaction and loyaty, by

using the t-test and anova method, this study show that there is no difference from male and female, education level and type od paper ( online and hard copy) in reader satisfaction and loyaty. However, the result shows the difference among age of reader and experience with HPN. This is indicate that with this kind of traditional paper like HPN almost interested by the old and long time experience with this paper, since this paper have very good memories for the Hanoi old people. But with the younger since now there are many information channels with many forms (internet, online news, social network like Facebook, zalo, yahoo…). But for the old Hanoi people, reading HPN is also the custom, culture and even value of Hanoi people since the American war.

Chapter V Conclusion and recommendation

5.1 Conclusion

This study is tested the relationship among paper quality, reader satisfaction and loyalty. By using regression method, t-test, ANOVA method, this study shows that the quality of HPN have positive relationship with reader satisfaction and loyalty and also the satisfaction has positive relationship with the loyalty too. This study is indicate the others study as:

Tsourvkas, Agas, Zotos, and Veglis ( 2004), Bach, Corr, Lupo, Pichot, & Ryan, (2002).

Tanaka, Taniguchi, Sasaki, Takeda, Koibe, & Okamoto, (1999). Although customer satisfaction is a proven precondition for customer loyalty in various fields of service, there have been few relevant studies in the field of mass media. The present survey shows that the co-existence of quality and satisfaction in a model positive effect future subscription.

Therefore, quality plays a fundamental role both in customer satisfaction and in customer loyalty.

Beside, this study also tests the demographic of reader related to satisfaction and loyaty, by using the t-test and anova method, this study show that there is no difference from male and female, education level and type od paper (online and hard copy) in reader satisfaction and loyaty. However, the result shows the difference among age of reader and experience with HPN. The trend is favoring a particular dimension of the press, the public, aims, significance and influence in the long run, the impact on the system press of a nation, the region and the world. This reception can be passive or active. It's highly interactive between the product, journalism background and reader’s background.

5.2 Recommendation

The results of analysis of the relationship among Newspaper quality, reader satisfaction and loyalty have some of recommendation as flowing:

The changes in the method of reception of the public, there are many major changes in the past. The public about increasing the level of information needs, the use of modern media, increased initiative receiving press and personalization of the press. The public needs to use high technology; especially devices with multimedia features have skyrocketed. The era of

"citizen journalism" is expressed visibly than ever. The ability to interact with the public of

the type of journalism today is very good, compared to the previous period.

The content quality of the information that the public would like to receive from the press, the information on the political and social situation is the most preferred, including domestic or international news. The form of local news is not hunted.

Improving the quality of press information first of all comes from the request itself of the press activities. Special requirements as more pressing, especially in the era of information explosion and the international and domestic contexts created great opportunity, also poses the challenge of hard panned for fields of information our country today. Before the new requirements of the development, all kinds of press are all toward a goal of high quality, respected political quality, the quality of culture, scientific quality and the quality of the information. The information must ensure the veracity, computer education, computer, desktop, conformity with the interests of the country and of the people; must have made significant contributions in providing knowledge, enhance recreation, forming and orienting public opinion healthy society; strengthen solidarity, agreed about the spiritual and political thought in people; praised the new factor advanced typical; Active critique the wrong perspective, rivalry, struggle against negativity, corruption and other social ills; preserve and promote the traditional culture of the ethnic, cultural and assimilate humanity. The information is really a step ahead, just does a good job of forecasting, social development, and to furthering the knowledge resource is social development.

The effectiveness of the press depends on the quality of the press. Want to improve the effectiveness of the press to enhance the cooperation between the Department, the essential elements of the content and form of the work of the press. Press efficiency also depends on the attractiveness of the transmission of information, expressing information. So, besides improving the quality of the content, enhanced information content, choosing the appropriate transmission methods and forms of information expression, resulting in a vivid way of good emotions is also the requirements needed for the press, make the press really works in guiding public opinion and respond to the needs of the public information.

As the siege, raising the quality of the press is to enhance the quality of the content, increase the amount of information of the press works, and strong innovation approach and the method of expressing information.

The differences between the personal factors have a significant influence on the tendency to approach and use the products of public journalism. Group of strong impact factors including:

gender, age, education, experience and form of news paper group the elements of a mild impact include: marital status, education, economic conditions.

The factors that influence the journalism, method, and content reception of the public. In this, the general point is the kind of journalism as well as the general public has the connections, interact and affect each other in the development trend in the future.

5.3 Contribution of research

By examining reader’s satisfaction and loyalty, the Newspaper manager can better understand their customers’ need. At the same time, this can give them the opportunity to find out which elements of content are of primary importance in term of customer satisfaction and loyalty.

The thesis provides the scientific basis to enhance the quality of Newspaper research, enhance the quality and the method of serving the needs of public reception; Are useful references for research and management of the press.

5.4 Research limitation and future direction

This research is only focus on the quality of newspaper in relationship with reader satisfaction and loyalty; however, there are some issue is not mention in this study such as: brand of paper, price… also the sample number is just reasonable. Next research should be concentrate on other factor such as: brand of paper, price and conduct with the qualitative method to see deeper reader needs and want.

Reference:

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Appendix:

Questionnaire

Part I:

Please rate HPN for each of the features below by circling the appropriate number. If you think almost all the articles in the website are very attractive, circle 5. If you think almost all the articles are unattractive, select 1. If you think they are neither attractive nor unattractive OR that they are mixed, select 3.

1. Content attractiveness. (In general, information in the articles is attractive to you).

Poor 1...2...3...4...5 Very good   2. Timeliness. (The news is up to date). 