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

No Thumbnail Available
Authors
De Sousa, Francisca Thamires
Issue Date
2021
Degree
Masters of Business Administration
Publisher
Dublin Business School
Rights
Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
Abstract
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.