Why Subscribers Drop Cable Television [electronic resource] : Characteristics of Three Groups / Larry G. Burkum and Walter E. Niebauer, Jr.
It would be to the advantage of cable operators to identify, in advance, those subscribers who have a high probability of voluntarily disconnecting their service, in order to develop strategies to anticipate and address the factors that might potentially lead to disconnection. A study developed a me...
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| Format: | Electronic eBook |
| Language: | English |
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Distributed by ERIC Clearinghouse,
1988.
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| Summary: | It would be to the advantage of cable operators to identify, in advance, those subscribers who have a high probability of voluntarily disconnecting their service, in order to develop strategies to anticipate and address the factors that might potentially lead to disconnection. A study developed a method for identifying likely disconnecters. Subjects, 456 former subscribers from Dallas, Des Moines, Iowa, and South Bend, Indiana, were given a questionnaire and then divided into three groups according to their responses: (1) rejecters--those who decide not to adopt an innovation after an initial trial period; (2) replacers--those who replace one innovation with a better or superseding one; and (3) disenchanteds--those who discontinue an innovation due to dissatisfaction with some aspect of it. Results indicated that the unsettled nature of the respondents may make it difficult to develop strategies to curtail disconnections. Findings also showed that the less likely the decision to subscribe is made by the head of the household the more likely that disconnection will follow; this suggests that cable operators should try to convince the head of the household that cable is a worthwhile addition to the household directing promotions less toward children and others and more toward the household head. (Sixteen notes and six tables are included, and a questionnaire is appended.) (MS) |
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| Item Description: | ERIC Document Number: ED295240. ERIC Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (71st, Portland, OR, July 2-5, 1988). |
| Physical Description: | 25 p. |