Strategic prioritization of service quality in the OTT sports streaming industry: a Tri-Metric portfolio approach

This study introduces the Tri-Metric Service Quality Portfolio, integrating the Kano model, customer satisfaction coefficients, and the PCSI index with extended e-SERVQUAL to provide the multidimensional perspective required for optimal resource allocation in dynamic digital environments. Empirically applied to South Korean real-time OTT sports streaming platforms, our comparative analysis reveals that strategic quality priorities shift asymmetrically by service maturity. Early-stage platforms must prioritize core technological reliability, whereas mature providers should focus on qualitative differentiation. This framework provides an actionable diagnostic tool to optimize quality investments.