The Determinants of Customer Satisfaction and Customer Retention in subscription based streaming services in Ireland

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De Sousa, Francisca Thamires
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Masters of Business Administration
Dublin Business School
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The main aim of this dissertation is to determine what are the main factors that lead to an increase in customer satisfaction and customer retention in subscription based video steaming service. In order to achieve this purpose, primary data was collected by using quantitative research method. A survey was used and 93 participants respond to a questionnaire of 37 questions related to quality service, customer satisfaction and customer retention. A non-probability method was used in this study due to time and costs limitations. Moreover, the data analysis was done by using Cronbach’s alpha to test internal consistency of the variables and multiple regression to assess the linear relationship between service quality, customer satisfaction and customer retention. The findings of this research indicate that quality service dimensions influence customer satisfaction and customer retention. Price, for example, is the factor that most satisfies users while system accessibility and user experience are the ones that most affect customer retention.