摘要
Even though radio broadcasting is one of the most widespread electronic mass media, its management for survival is getting drastic. The competition among incumbent radio stations becomes challenging due to the market change and environmental evolution. Managing program quality is a critical issue to a radio station to sharpen its competitive advantages. Quality management of radio programs is intertwined with complicated factors. In order to identify the primary factors affecting radio program quality as well as explore the impact level these factors bring, this study adopts modified Delphi method and analytic hierarchy process （AHP） to explore the issues. According to the outcomes modified Delphi method, the factors were categorized into four dimensions： operation, coordination, structure, and improvement. Ten sub-dimensions were followed. Each sub-dimension includes six to nineteen indicators for measuring radio program quality. In total, 72 indicators were identified. The AHP result revealed that the most important weight was given to the operation dimension. On the contrary, the least important weight was placed on the improvement dimension. Among the sub-dimensions, the standard procedure and organizational design were rated more important than the rest. The results could provide some facts to radio managers for future management.
作者
Chia-Kun Lee
Chia-Kun Lee(I-Shou University, Kaohsiung City, Taiwan, R.O.C.)
