Effect of advertisement on customers‟ satisfaction the case of OBN

Abstract

The purpose of this study was to examine the effect of advertisement on customer satisfaction of Oromia Broadcasting Network. The study use quantitative approach and done different correlation and regression analysis tools. This research is both descriptive and explanatory type research. Both primary and secondary methods of data collection are applied and questioner is used as a source of secondary data. The population of the study was One Hundred Thirty (130). By employing census survey method, all 130 customers/respondents from the marketing departments of each target group were taken as sample of this study. Both descriptive and inferential statistics have been used to find mean score and to test hypothesis and to investigate research problem, objectives and questions. Among the questionnaires distributed to the sample respondents 125 (96%) of them were correctly filled and responded. Questionnaires were used as the main data collection instruments and were pretested using a pilot study for validity and reliability. Data were analyzed using simple percentages, Pearson product moment correlation coefficient and linear regression by the help of Statistical tool SPSS. According to the finding of this study shows that effect of advertisement factors of OBN was found at low level, it was discovered that Inadequate strategic market plan, not making audience/ market research ,lack of adequate monitoring & evaluation and staff skill are the main factors. Moreover, the Findings indicate that there is significant relationship between good advertisement factors and customer satisfaction in OBN, Message of advertisement has a significant contribution with a sig value of 0.000, while objective of ad, informativeness of ad and credibility of ad are insignificant contributor since their sig value of 0.043, 0.451 & 0.240 respectively are greater than 0.01 p value. Thus in order to improve the current status of advertisement factors in a way to have good contribution towards customer satisfaction, close monitoring & supervision of managements towards preparation of strategic market plan and its implementation with a consistent platform creation of customer were forwarded as recommendations.