MEDIA CREDIBILITY AND CUSTOMER RETENTION OF RADIO STATIONS IN RIVERS STATE, NIGERIA

Abstract

This study explored media credibility and customer retention of radio stations in Rivers State. The study adopted the positivism research philosophy and the correlational research design. The population of the study consisted of 753 customers of licensed radio stations in Rivers State. A sample size of 261 customers was selected for the study. The sample size was determined using the Taro Yamene’s formula. The accidental sampling technique was to select the sample from the study population. A structured questionnaire was used to obtain data from the respondents. The data collected were analyzed statistically while the hypotheses were tested using Pearson Product Moment Correlation Coefficient (PPMCC). The SPSS version 24.0 was used for the bivariate analyses. The findings revealed that media trust has a significant relationship with repeat patronage of radio stations in Rivers State. The study also found a significant relationship between media trust and customer loyalty of radio stations in Rivers State. A significant relationship was equally reported between media integrity and repeat patronage of radio stations in Rivers State. The study also discovered a significant relationship between media integrity and customer loyalty of radio stations in Rivers State. From the findings, it was concluded that media credibility significantly relate to customer retention of radio stations in Rivers State. Therefore, it was recommended that radio stations in Rivers State especially those whose customers have defected to their rivals should consistently deliver what they promised, build trust and maintain their integrity as this would not help to build their credibility but also increase their customer retention rate.