CONSTRUCTING THE INDICATORS OF QUALITY MANAGEMENT FOR RADIO PROGRAMS

Radio broadcasting serves the world with programmed information and music, which is one of the most widespread electronic mass media. However, it is facing the drastic competition due to market change and environmental evolution. Managing program quality becomes a critical survival issue for a radio station to develop its competitive advantages. Quality management of the radio programs to retain their quality is entangled with several complicated complex factors. In order to identify the primary factors in a systematic way as well as materialize them for practical use, this study adopted modified Delphi method, which was based on total quality management theory (TQM) to develop the questionnaire. In order to identify the critical factors which influence radio program quality, the researcher has organized the critical issues from literature. Six categories of quality issues were analyzed from the concepts mentioned by the media management scholars, including practitioners, process, products, interactive communication, standard evaluation, and continuous improvement. Furthermore, according to the outcomes of modified Delphi method, the factors could be integrated into four dimensions: operation, coordination, structure and improvement. The coordination dimension alone was further split into four sub-dimensions, while the other three included two sub-dimensions each. Each sub-dimension encompassed six to 19 specific