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As digital media continues to expand, the competition between cable television and online video streaming services increases. This study investigates the association between product attributes, social settings and individual characteristics to customer satisfaction in the field of online video streaming services. A questionnaire survey of 538 people reveals significant relationships between customer satisfaction and the performance of streaming services, video quality, accessibility, peer influence and price for both the two generations, Millennials and Centennials. However, when the level of peer influence and price increases from low to high, the level of customer satisfaction increases much more significantly for Millennials than for Centennials.

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Factors that Drive Customer Satisfaction in Online Video Streaming Services

  • 会议论文

  • 发表日期：

    2025年

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  • Revathy Shaji,
  • Nava Subramaniam,
  • Madhan Kumar,
  • Shameem Shagirbasha

摘要

As digital media continues to expand, the competition between cable television and online video streaming services increases. This study investigates the association between product attributes, social settings and individual characteristics to customer satisfaction in the field of online video streaming services. A questionnaire survey of 538 people reveals significant relationships between customer satisfaction and the performance of streaming services, video quality, accessibility, peer influence and price for both the two generations, Millennials and Centennials. However, when the level of peer influence and price increases from low to high, the level of customer satisfaction increases much more significantly for Millennials than for Centennials.