Assessing E-Services: Satisfaction and Repurchase Intentions Among Viewers of Video Streaming Services

Abstract

The demand for video streaming-based services (VSS) has increased immensely due to their comprehensive content, instant playback, flexibility to watch, and affordable costs. People have access to entertainment with a simple click at their convenience which wasn't possible on traditional television platforms. With companies ready to wrestle for a more significant market chunk, focusing only on price strategies might be a deficient perspective for the future. By enhancing e-service quality, a company can make its loyal base of customers leading to profitability. This study focuses on the quality of e-services relevant to VSS with its satisfactory and repurchasing impact on the client. Responses come from a questionnaire designed and distributed among Indian consumers using video streaming services. SPSS technique is used for result formulation. Implications for marketing managers and the scope for future research are proposed.

Key Terms in this Chapter

Streaming Services: An on-demand internet entertainment platform for TV series, streaming movies, and other material is a video streaming service.

Customer Satisfaction: Satisfaction is a pleasant emotion that follows an assessment of the perceived performance and the customer's expectations for the good or service (Kotler, 2014 AU69: The in-text citation "Kotler, 2014" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).

Repurchase Intentions: The decision of the customer to conduct additional business with the retailer or supplier is known as repurchase intention ( Hume et al., 2007 ).