The Impact of the Digital Environment on Consumer Satisfaction in Pakistan's Media Industry: A Quantitative Analysis

Abstract

The impact of the digital environment on customer satisfaction in Pakistan's media industry is investigated in this research. Customer engagement, content marketing, and perceived content quality are the three aspects of the digital environment that affect customer satisfaction. A self-administered questionnaire has been adapted to collect the data using a quantitative approach from TV channel viewers who regularly watch different channels and are found to be keen observers of the quality of online content. Through an online survey, 348 valid questionnaires were gathered. Descriptive and inferential data analyses were performed, including reliability tests, exploratory and confirmatory factor analyses, and hypotheses testing using AMOS structural equation modeling. According to the researchers, consumer satisfaction is greatly impacted by the three factors related to the digital environment. This study also emphasizes the critical impact of TV show content in forming society's perception. It highlights the necessity for a detailed comprehension of how these contents impact the public's access to information. However, by focusing on customer engagement, implementing effective content marketing strategies, and ensuring high perceived quality of content, the media industry can enhance viewer satisfaction. This can enhance viewer loyalty and a competitive advantage in the digital landscape.