A survey on customer satisfaction of a chinese language newspaper in Portugal

• Autor(a) principal: Xu, Qiao
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/6548
• topic: Consumer behavior; Customer satisfaction; Service quality; Marketing; Comportamento do cliente; Satisfação do cleinte; Qualidade de serviço

The history of Chinese immigrating to Portugal is as long as Tejo river. But Chinese language media’s appearance in Portugal happens only in the recent decades. With the fast increasing of Chinese immigrants in Portugal after year 2000, the number of Chinese language newspapers on sale in Portugal has also increased. There were seven titles currently being sold in the newsstands. Moreover, Chinese language newspapers from Spain and Germany are also appearing in Lisbon newsstands. In this master project we have studied the perceptions of Chinese readers towards the customer satisfaction of written mass media. For this purpose, we have conducted a case study on customer satisfaction of a local Chinese newspaper: the Journal Sino. This study has four specific objectives: to understand customer satisfaction of content, customer satisfaction of delivery service, customer satisfaction of communicating with Journal Sino employees, and the last but not the least, the advertisement customer satisfaction. Journal Sino is the first Chinese language newspaper issued in Portugal. The weekly published newspaper has become the largest Chinese language newspaper in Portugal. In spite of it, the Journal is still encountering competition from other Chinese language newspapers. The management of Journal Sino is preparing a new round of reform to keep the advantage. Customer satisfaction survey is chosen as a breakthrough point to guide the reform. Based on statistics results, we identified major issues exist in content of Journal Sino, observed customers’ perceptions of delivery service, and communication issue. Advertisement customer satisfaction and customer overall satisfaction of Journal Sino also were evaluated.