Intelligent Knowledge Exploration and Processing

Intelligent Knowledge Exploration and Processing

Analyzing the effect of organizational effectiveness and innovation on audience loyalty based on the structural equation model

Document Type : Original Article

Author
Saeideh Babajani Mohammadi
Assistant Professor, Department of Management,, Ferdows Higher Education Institute, Mashhad, Iran
10.30508/kdip.2023.419201.1076
Abstract
In the current era, organizations are increasingly facing dynamic and changing environments, so in order to survive and dynamism, they have to adapt themselves to environmental changes. In other words, according to the accelerating pace of scientific, technological, and social developments, successful and efficient organizations are considered to be able to predict the path of changes and transformations in the future in addition to coordinating with the developments of today's society. On the other hand, in today's highly competitive business, organizations are competing to attract customers and try to retain them, and to achieve this, organizations put improving relations with current and potential customers at the top of their policies.
Therefore, this article deals with the impact of organizational innovation and effectiveness on audience loyalty in public media. The research method was descriptive-correlation. The statistical population consisted of employees of one of the provincial media (220 people) and its contacts who live in the center of the province. The sample size of employees was 140 people and the sample size of contacts was 384 people. For this purpose, questionnaires of organizational effectiveness of Parsons (1990), organizational innovation of Choupani et al. (2011) and customer loyalty of Zahir et al. (2011) were used to collect information.
After collecting information, to analyze data from descriptive statistics, statistical methods of multivariate regression analysis using SPSS software. and structural equation modeling using SmartPLS software. used. The findings showed that organizational effectiveness and innovation have a significant effect on audience loyalty with 95% confidence.
Keywords
Organizational innovation
organizational effectiveness
audience loyalty
media
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Intelligent Knowledge Exploration and Processing
Volume 3, Issue 9
Summer 2023
Pages 102-117