Factors Influencing the Choice and Satisfaction with Campus Radio in the Central Region of Ghana

ABSTRACT

The study examined factors influencing the choice and satisfaction with campus radio in the Central Region of Ghana. A quantitative approach and descriptive research design were used for the study. A sample of 255 was drawn from a study population of 23,310 from the public and private sectors. Data gathered with a questionnaire were analyzed with descriptive statistics such as means and standard deviations and inferential statistics, such as one-way analysis of variance (ANOVA) and Pearson's correlation Matrix. The study found that the content of the programme and language of the programme, influence of others, professionalism of presenters were found to have influenced the choice of campus radio in the Central Region of Ghana. Choice of campus radio had a significant and positive relationship with station image, news coverage, type of programme, station presenters, influence of others, religious beliefs and political orientations Listeners’ satisfaction levels for campus radio programmes were rated as very good but not excellent. Therefore, it was recommended that the manager of the campus radio station should partner with regional and national or international radio stations. The partnership has the propensity to enhance listeners satisfaction and sustenance for education and information required by listeners. It is also recommended that the management of the campus radio station should organize regular training for radio presenters of the station to enhance the presenters’ professional competence to meet the listeners’ aspirations.

Acknowledgments

We appreciate the time and responses of all workers in Cape Coast Metro who took time off their busy schedules to respond to our questionnaire. The support of the management and staff of Atlantic FM and all national service personnel who assisted in the data collection and data entry is also highly appreciated.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The authors have no funding to report

Notes on contributors

Moses Segbenya

Moses Segbenya, Department of Business Studies, College of Distance Education Studies, University of Cape Coast, Cape Coast, Ghana. Moses Segbenya received his Bachelor of Arts degree in Management Studies and a Master’s degree in Human Resource Management from the University of Cape Coast, Ghana. He also has a Ph.D. degree in Development Studies (Human Resource Development) from the International Center for Development and Decent Work (ICDD), University of Kassel, Germany, and School of Development Studies, University of Cape Coast. He is currently a Lecturer at the Department of Business Studies, College of Distance Education, University of Cape Coast. He has published with Scopus journals from a reputable publisher like Emerald among others. He has attended and presented papers at several local and international conferences at Mexico, Germany, South Africa, Egypt, and Kenya. His research interests include human resource issues in distance education, working conditions, informal workers, retention and human resource information systems.

Felix Adu-Poku

Felix Adu-Poku is a consummate marketing and communication practitioner with over 15 years of working experience. He holds MBA in Marketing option by Research, MA in Communication Studies, and Bachelor of Management Studies (BMS) from the University of Cape Coast. Prior to his university education, he obtained Higher National Diploma in Marketing, from the erstwhile Cape Coast Polytechnic, now Cape Coast Technical University. Felix has been the Head of Public Relations and Protocol Section of the Directorate of Public Affairs, the University of Cape Coast since June 2016. He initially worked at ATL FM, UCC as the Head of Sales and Marketing, and later became the station’s Deputy Manager in 2015. Felix is the General Secretary for the Ghana Association of University Administrators and the University of Cape Coast branch Secretary of the Association. In 2019, he led the Publicity and Communication team as its Chairman to execute the branding and communication activities for the Annual General Meeting (AGM) for the Regional University Forum for Capacity Building in Agriculture (RUFORUM) international event in Cape Coast. He chaired the Local Organising Committee (LOC) for the GAUA Continuous Professional Development Workshop, Mini Congress and 40th Anniversary Launch in the University of Cape Coast. He is a Member Secretary for University Management Community Consultative Committee and Management Student Consultative Committee. He also serves the Public Relations Committee as a Member Secretary. He is an Accredited Member of the Institute of Public Relations (IPR) Ghana, Chatered Member, Chattered institute of Administrators and Management Consultants (CIAMC).

Fred Peniana

Fred Peniana is a Chattered Professional Administrator at the University of Cape Coast. He received his Bachelor of Education degree in Psychology and a Master of Philosophy degree in Administration in Higher Education respectively from the University of Cape Coast, Ghana. He acquired his SSSCE Certificate from St Agustine’s College, Cape Coast. Currently, a Faculty Officer at the School of Physical Sciences, College of Agriculture and Natural Sciences, University of Cape Coast. As a Faculty Officer, he performs key roles such as an administrator in charge of specific schedules, secretary to assigned Boards/Committees; advisor on policy matters; custodian of faculty properties, including records; and implementer of policies within the Registrar’s Department. He has published in reputable journals. His research areas include records management, leadership, distance education, educational administration, and human resources. He is a member of a lot of professional bodies such as Chartered Institute of Administrators & Management Consultants – Ghana (CIAMC), Institute of Directors – Ghana (IoD-Gh), Ghana Association of University Administrators (GAUA), Ghana Association for Public Administrators and Management (GAPAM).