Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Investigating the effect of marketing factors with the mediating role of communication skills and communication quality on the loyalty, performance and satisfaction of home movie network customers

Articles in Press
Authors
Ahmad Afrooz 1
Ehtesham Rashidi 2
Abolfazl Danaee 3
1 PhD student in media management, Semnan Branch, Islamic Azad University, Semnan, Iran.
2 Assistant Professor, Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
3 Associate Professor, Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
10.52547/JABM.3.2.2541.4545
Abstract
The current research has been used to investigate the effect of marketing factors with the mediating role of communication skills and communication quality on the loyalty, performance and satisfaction of customers of the home movie network. This research is a descriptive survey method, the statistical population of the research is the managers and experts of the home television network, considering that the size of the statistical population is limited and specific, 104 people were selected as a sample from the census method, in the current research for the total A standard questionnaire was used to collect information, structural equation modeling method and PLS software were used to test hypotheses and analyze data. The findings of the research showed that the amount of advertising has an effect on the communication skills and the quality of communication of the home television network, the amount of marketing has an effect on the communication skill and the quality of communication of the home television network, the amount of innovation and creativity has an effect on the communication skill and the quality of communication of the television network. The level of communication skills and the level of communication quality affect the loyalty, performance and satisfaction of home television networks. As a general result, it should be said that marketing factors with the mediating role of communication skills and communication quality have an effect on the loyalty, performance and satisfaction of home movie network customers.
Keywords
Marketing
affiliate marketing
home theater sales network

Subjects

Journal of Advertising and Sales Management

Articles in Press, Accepted Manuscript
Available Online from 22 June 2023