Evaluation of service quality from the perspective of advertisers and viewers

• Autor(a) principal: Lazari, Tatiane Aparecida de
• Data de Publicação: 2021
• Outros Autores: Souza, Acsa Pires de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Journal of Perspectives in Management
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/jpm/article/view/251696
• topic: Broadcasters; Quality in TV; Quality in Services; SERVQUAL; Emissoras; Qualidade na TV; Modelos de Qualidade; SERVQUAL; Avaliação da qualidade em serviços

The Service quality is an important decision-making parameter used by clients to subscribe or indicate services. The gap knowledge between the viewers’ and advertisers’ expectations of a TV station about its service and the final satisfaction, after the experience with the service, allows leading to significant improvements in service delivery. This study had the goal to analyze the quality of a regional TV station’s services from the perspective of its advertisers and viewers. Using the model SERVQUAL’s methodology, adapted for the segment of TV stations, in the five dimensions of quality measured by a numerical scale. The broadcaster from the advertisers' perspective brings an expected return to the business. For the viewers, the station meets exactly what is expected and they are satisfied with the local programming, although it needs to improve when it comes to interaction with the public. Knowing the expectations and experiences of clients is an important strategy to get closer to the target audience, raising great opportunities of growth.