Audience Satisfaction Obtained from Listening to Religious Broadcasts of Radio Maria Tanzania

Abstract

The study explored audience satisfaction with Radio Maria Tanzania's broadcasts in Dar es Salaam, focusing on four types of satisfaction: content, process, technological, and social. The research was conducted to assess how effectively the station's religious radio broadcasts meet audience needs. Uses and Gratifications Theory guides this assessment to determine whether these broadcasts fulfil the audience’s needs. The study aims to identify areas where audience expectations are not met, thereby filling gaps to improve radio performance and relevance. Although Radio Maria Tanzania emphasises its role of serving its audience, it was unclear to what extent its programs meet its audience’s needs. The study used a quantitative research design and collected data using a questionnaire distributed among radio audiences. Both probability (cluster) and non-probability (convenience and purposive) sampling techniques were used to select the study sample. Data were analysed using descriptive statistics to determine the audience's levels of satisfaction. The study found that 48.5% of the audience was satisfied with the content of the radio broadcasts, 33.4% were dissatisfied, and 18.1% were neutral. Content satisfaction was reflected in the perceived quality, relevance, and spiritual value of programs; on process satisfaction, findings revealed that 44.9% were satisfied, 33.1% dissatisfied and 22% were neutral with the ease of access and participation; technological satisfaction which is confined within the availability of clear signal and ease access of the channel showed that 44% were satisfied, 41.5% dissatisfied and 14.5% were neutral. Social satisfaction, as measured by opportunities for interaction through call-ins and shared testimonies, indicated that 40.1% were satisfied, 37.6% were dissatisfied, and 22.3% were neutral. Therefore, the study concludes that, among the four types of satisfaction studied, there is an interrelationship among them, and all contribute to the audience's expectations for spiritual satisfaction from Radio Maria Tanzania. The study recommends that religious radio integrate spiritually enriching content with accessible, interactive, and reliable delivery systems to enhance overall audience satisfaction. There is room for improvement in the technological experience to address issues of usability, signal quality, and digital reliability, which could help bridge the gap between satisfied and dissatisfied listeners. The study recommended that Radio Maria Tanzania revise and double-check its programs to assess the extent to which each program covers the audience's needs. To improve satisfaction, the station could diversify programming, increase interactivity, and introduce youth-focused segments. To meet the audience's needs and expectations, the radio station should capitalise on audience inclusion and involvement in the programs, and RMT should invest in seeking audience feedback to drive improvement.