The purpose of this study is to examine the effects that negative and positive news stories about corporate activities have on customer relationships with those companies. To test the proposed hypotheses, a 2 by 2 (positive versus negative news story; high versus low customer satisfaction) factorial design was implemented. The dependent variables are corporate credibility, CEO reputation for leadership and customer perceptions of the quality of customer-company relationships. The study confi rms the impact of negative news stories on relationship building. The experiment that was run to collect data provides a better understanding of how differently slanted news stories, when combined with customer satisfaction levels, affect customer-corporate relationships. The study also provides information about the role that intangible assets play in relationship building. The fi ndings indicate that negative media coverage of corporations has the potential to damage the image of a corporation and its CEO.

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The objective of this study is to explore audience perceptions of and responses to broadcasting deliberation and analyze their characteristics. The study employed factor and cluster analyses to categorize audience perceptions of broadcasting deliberation, resulting in the identification of six types of preferences: strict standards applied to positive deliberation etc.The results indicate that audiences, which can be categorized into three types, are more likely to prefer positive deliberation over broadcasting codes. The ratio of civil compliance to a minimum standard of positive deliberation is higher than ratios involving the other standards that were included in the study. The study applied a range of theories, such as cognitive dissonance, inconsistency of perception and response, and psychological reactance, to examine and distinguish audience perceptions and responses. The study's findings provide valuable information for researchers and interested organizations and can help to lay a cornerstone for systematically classifying audience perceptions and needs in the future.

Using strategy group theory, this thesis reviewed the status of program providers analysis and the performances it has made so far, and sought measures to improve its limitations. The constraint of program providers analysis based on existing concept of strategy group is that the strategy group was derived from the statistics, and therefore only applied the characteristics of program provider's channels to the analysis, on account of which a systematic and sophisticated classification as well as generalization of strategy or strategy group were hard to obtain. Moreover, the PP strategy variables used to be selected at the firm level and business level, and in relation with resource and competition scope. In future, more appropriate procedure should be followed to obtain objectivity in selecting variables to avoid controversy over intentionality.The measures in this thesis to improve the study of PP strategy group can be summarized as follows: firstly analysis of variables for strategy group classification should be made to single out key variables which are to be classification criteria. Secondly, variables are to be cross-checked by industry experts to increase generalizability. Thirdly, proxy variables should be sublated, and strategy group model which enables the reflection of subsistent properties of PP industry, and the cognitive perception of the executives(CEO) needs to be established. Fourthly, the concepts of mobility barrier and isolating mechanism should be applied to the classification criteria of strategy group to reveal the gap of performance between different strategy groups. Lastly, chronicle study on PP strategy group should be done to perceive the dynamic changes of PP strategy group.■ keyword :|Strategy Group|Performance|Mobility Barrier|Program Provider(PP)|

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