종교방송사와 후원자간의 관계품질이 후원지속의도에 미치는 영향에 관한 연구

Abstract

This study has been done for two purposes; to emphasize that the Korean non profit religious broadcasting companies need to change their concept of marketing in more active way since the social environment and the broadcasting condition are changing; and to help religious broadcasting companies to change their managing system from focusing on marketing to sponsoring.

I will analyze the quality of broadcasting, the quality of service, and the reasons why people sponsor by referring to documents and research. Hopefully this will help enable the audience to sponsor religious broadcasting companies and to make marketing strategies for long term sponsorship by strengthening relationship with the audience.

The change of broadcasting market diversified mass media, and this enabled the audience choose more channels, making it easy to satisfy their needs and wants. Therefore, the broadcasting companies need to make the audience keep tuning on their channel satisfying what customers want.

In addition, marketing segmentation requires the religious broadcasting companies to make regular audience and keep following them through marketing.

Here, I want to suggest the ways to complete customer satisfaction and make regular sponsorship by studying the quality of programs, quality of supporting service, and strengthening the relationship with audience by looking at the reasons why they sponsor.

This study shows we can make the sponsorship continue by making the audience trust on the channel they chose by marketing strategies.

And also according to this research, 178 among 615 respondents are now sponsoring. This shows that we need to make strategies which enables the audience to keep the favor of the channel → to tune in the channel → to make a decision of sponsoring → to keep the sponsorship, furthermore to encourage others in joining for sponsorship.