Analyzing differences in customer satisfaction on the video streaming platform Netflix

https://doi.org/10.35912/amor.v4i3.1554
Published: Aug 28, 2023

Abstract:

Purpose: With the rise of online video streaming platforms and the preventive measures taken during the COVID-19 pandemic, staying at home has become the preferred choice for people. As a result, online video streaming platforms, one of the components of the home economy, have experienced rapid growth. Netflix is a subscription-based service that offers movies and TV shows, delivering media content to subscribers through internet streaming.

Research methodology: This study utilizes the Importance-Satisfaction Model (I-S Model) as a research tool to explore customer satisfaction levels. Through literature review and expert confirmation, 16 key quality factors were identified for conducting importance and satisfaction surveys among Netflix customers. Additionally, demographic variables such as gender, marital status, education level, occupation, and age were analyzed for differences in the Importance-Satisfaction Model.

Results: The study reveals that out of the overall Importance-Satisfaction Model, 2 factors fall in the "Improveme+nt area", 9 factors fall in the "Excellent area ", 4 factors fall in the "Careless area ", and 1 factor falls in the "Surplus area ".

Limitations: The respondents were not randomly selected from all OTT video platform users, and furthermore, due to limitations in the distribution channels of the questionnaire, the age range of the respondents in this study was concentrated in high school, college, and young working groups.

Contribution: These findings indicate that consumers are generally satisfied with the service quality provided by Netflix.

Keywords:
1. Netflix
2. customer satisfaction
3. Importance-Satisfaction Model (I-S Model)
4. video streaming platform
Authors:
1 . Shun-Hsing Chen
Department of Marketing and Distribution Management, Asia Eastern University of Science and Technology, New Taipei, Taiwan
2 . Yang-Ju Chen
Department of Business Administration, National Changhua University of Education, Taiwan
3 . Wing-Ching Leung
Department of Marketing and Distribution Management, Asia Eastern University of Science and Technology, New Taipei, Taiwan
View PDF
How to Cite
Chen, S.-H., Chen, Y.-J., & Leung, W.-C. (2023). Analyzing differences in customer satisfaction on the video streaming platform Netflix. Annals of Management and Organization Research, 4(3), 193–209. https://doi.org/10.35912/amor.v4i3.1554
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 4 No. 3 (2023): February
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Anoke, A. F., Okafor, N. J., & Onu, A. N. (2023). Strategic outsourcing and corporate performance of quoted insurance firms in Nigeria. International Journal of Financial, Accounting, and Management, 5(1), 19-33.

    Burhan, R. D. A., Najib, M., & Endri, E. (2021). Analysis Of The Influence Of Customer Satisfaction On Sharia Banking Peroformance In Bogor City. International Journal of Educational Research and Social Sciences (IJERSC), 2(2), 402-414.

    Chen, M. C., Lin, S. W., & Miao, Y. F. (2022). Value of services - utilizing valued-based adoption model to investigate consumer's intention to subscribe music streaming services. Journal of Information Management, 29(3), 199-221.

    Chen, S.-H., Pai, F.-Y., & Yeh, T.-M. (2019). Using the Importance–Satisfaction Model and Service Quality Performance Matrix to improve long-term care service quality in Taiwan. Applied Sciences, 10(1), 85.

    Chow, I. H.-s., Lau, V. P., Lo, T. W.-c., Sha, Z., & Yun, H. (2007). Service quality in restaurant operations in China: Decision-and experiential-oriented perspectives. International Journal of hospitality management, 26(3), 698-710.

    Cook, S. (2023). Netflix statistics & facts that define the company’s dominance in 2023. Retrieved from https://www.comparitech.com/blog/vpn-privacy/netflix-statistics-facts-figures/

    Fagerjord, A., & Kueng, L. (2019). Mapping the core actors and flows in streaming video services: What Netflix can tell us about these new media networks. Journal of Media Business Studies, 16(3), 166-181.

    Gerson, R. (1993). Measuring Customer Satisfaction: A Guide to Managing Quality Service. Cet ouvrage de, 113.

    Gomez-Uribe, C. A., & Hunt, N. (2015). The netflix recommender system: Algorithms, business value, and innovation. ACM Transactions on Management Information Systems (TMIS), 6(4), 1-19.

    Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of service research, 3(1), 82-104.

    Hadida, A. L., Lampel, J., Walls, W. D., & Joshi, A. (2021). Hollywood studio filmmaking in the age of Netflix: a tale of two institutional logics. Journal of Cultural Economics, 45, 213-238.

    Hosseini, S. H. K., & Behboudi, L. (2017). Brand trust and image: effects on customer satisfaction. International journal of health care quality assurance, 30(7), 580-590.

    Hsu, C.-H. (2021). A study of consumers' intention to pay for Netflix audio-visual platform.

    Indrasari, A., Nadjmie, N., & Endri, E. (2022). Determinants of satisfaction and loyalty of e-banking users during the COVID-19 pandemic. International Journal of Data and Network Science, 6(2), 497-508.

    Jemal, S. (2022). The Effect of Supply Chain Management on the Performance of Commercial Bank Organization in Ethiopia's Case of Jimma City. International Journal of Financial, Accounting, and Management, 4(3), 285-302.

    Kaplan, S. (2012). The business model innovation factory: How to stay relevant when the world is changing: John Wiley & Sons.

    Kemp, S. (2012). Digital 2012: Global Digital Overview. Retrieved from https://datareportal.com/reports/digital-2012-global-digital-overview

    Kim, D. J., Jeong, E. J., & Hwang, Y. (2015). A study of online portal users’ loyalty from core service, additional value-added service and switching barriers perspectives. Information Systems Management, 32(2), 136-152.

    Kim, Y., & Koh, J. (2019). The effects of service quality on customer satisfaction and customer loyalty in the video streaming industry. Journal of Retailing and Consumer Services, 49, 50-59.

    Kotler, P. (2000). Marketing Management (The Millennium Edition ed.): Person Prentice Hall.

    Kotler, P. (2003). Marketing Management (7th ed.): Person Prentice Hall.

    Kurti, E., Salavati, S., & Mirijamdotter, A. (2021). Using systems thinking to illustrate digital business model innovation. Systems, 9(4), 86.

    Lee, M. S., Hsiao, H. D., & Yang, M. F. (2010). The study of the relationships among experiential marketing, service quality, customer satisfaction and customer loyalty. International Journal of Organizational Innovation, 3(2), 352-378.

    Liu, Y.-Y., Chen, S.-H., & Zhang, J.-X. (2021). Applying importance–satisfaction model to evaluate customer satisfaction: An empirical study of foodpanda. Sustainability, 13(19), 10985.

    Lynn. (2019). Apple beckoned to cooperate, but it directly said no! 4-point analysis to see how Netflix builds an audio-visual empire that even Disney and Amazon are eyeing. Retrieved from https://www.businessweekly.com.tw/business/blog/25308

    Mier, J., & Kohli, A. K. (2021). Netflix: reinvention across multiple time periods, reflections and directions for future research. AMS Review, 11, 194-205.

    Mühlbach, S., & Arora, P. (2020). Behind the music: How labor changed for musicians through the subscription economy. First Monday.

    Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.

    Ou, W.-M., Shih, C.-M., & Chen, C.-Y. (2014). Antecedents and consequences of relationship commitment: an empirical study in Taiwan. International Journal of Commerce and Management, 24(3), 228-242.

    Pham, T. V., Nguyen, T. T., & Hoang, D. T. (2019). Determinants of customer satisfaction with OTT video services: The mediating role of perceived value. Telematics and Informatics, 39, 22-33.

    Wen, I. T. (2021). Scenario analysis of Netflix. Yuan-Ze University.

    Widiyanto, P., Endri, E., Sakti, R. F. J., Setiawan, E. B., Manfaluthy, M., Suryaningsih, L., . . . Limakrisna, N. (2021). The relationship between service quality, timeliness of arrival, departure flip ship logistics and people and customer satisfaction: A case in Indonesia. Academy of Entrepreneurship Journal, 27(6), 1-12.

    Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of marketing research, 20(3), 296-304.

    Yang, C. C. (2003). Establishment and applications of the integrated model of service quality measurement. Managing Service Quality: An International Journal, 13(4), 310-324.

    Yousaf, A., Mishra, A., Taheri, B., & Kesgin, M. (2021). A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms. Information & Management, 58(8), 103543.

    Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.

  1. Anoke, A. F., Okafor, N. J., & Onu, A. N. (2023). Strategic outsourcing and corporate performance of quoted insurance firms in Nigeria. International Journal of Financial, Accounting, and Management, 5(1), 19-33.
  2. Burhan, R. D. A., Najib, M., & Endri, E. (2021). Analysis Of The Influence Of Customer Satisfaction On Sharia Banking Peroformance In Bogor City. International Journal of Educational Research and Social Sciences (IJERSC), 2(2), 402-414.
  3. Chen, M. C., Lin, S. W., & Miao, Y. F. (2022). Value of services - utilizing valued-based adoption model to investigate consumer's intention to subscribe music streaming services. Journal of Information Management, 29(3), 199-221.
  4. Chen, S.-H., Pai, F.-Y., & Yeh, T.-M. (2019). Using the Importance–Satisfaction Model and Service Quality Performance Matrix to improve long-term care service quality in Taiwan. Applied Sciences, 10(1), 85.
  5. Chow, I. H.-s., Lau, V. P., Lo, T. W.-c., Sha, Z., & Yun, H. (2007). Service quality in restaurant operations in China: Decision-and experiential-oriented perspectives. International Journal of hospitality management, 26(3), 698-710.
  6. Cook, S. (2023). Netflix statistics & facts that define the company’s dominance in 2023. Retrieved from https://www.comparitech.com/blog/vpn-privacy/netflix-statistics-facts-figures/
  7. Fagerjord, A., & Kueng, L. (2019). Mapping the core actors and flows in streaming video services: What Netflix can tell us about these new media networks. Journal of Media Business Studies, 16(3), 166-181.
  8. Gerson, R. (1993). Measuring Customer Satisfaction: A Guide to Managing Quality Service. Cet ouvrage de, 113.
  9. Gomez-Uribe, C. A., & Hunt, N. (2015). The netflix recommender system: Algorithms, business value, and innovation. ACM Transactions on Management Information Systems (TMIS), 6(4), 1-19.
  10. Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of service research, 3(1), 82-104.
  11. Hadida, A. L., Lampel, J., Walls, W. D., & Joshi, A. (2021). Hollywood studio filmmaking in the age of Netflix: a tale of two institutional logics. Journal of Cultural Economics, 45, 213-238.
  12. Hosseini, S. H. K., & Behboudi, L. (2017). Brand trust and image: effects on customer satisfaction. International journal of health care quality assurance, 30(7), 580-590.
  13. Hsu, C.-H. (2021). A study of consumers' intention to pay for Netflix audio-visual platform.
  14. Indrasari, A., Nadjmie, N., & Endri, E. (2022). Determinants of satisfaction and loyalty of e-banking users during the COVID-19 pandemic. International Journal of Data and Network Science, 6(2), 497-508.
  15. Jemal, S. (2022). The Effect of Supply Chain Management on the Performance of Commercial Bank Organization in Ethiopia's Case of Jimma City. International Journal of Financial, Accounting, and Management, 4(3), 285-302.
  16. Kaplan, S. (2012). The business model innovation factory: How to stay relevant when the world is changing: John Wiley & Sons.
  17. Kemp, S. (2012). Digital 2012: Global Digital Overview. Retrieved from https://datareportal.com/reports/digital-2012-global-digital-overview
  18. Kim, D. J., Jeong, E. J., & Hwang, Y. (2015). A study of online portal users’ loyalty from core service, additional value-added service and switching barriers perspectives. Information Systems Management, 32(2), 136-152.
  19. Kim, Y., & Koh, J. (2019). The effects of service quality on customer satisfaction and customer loyalty in the video streaming industry. Journal of Retailing and Consumer Services, 49, 50-59.
  20. Kotler, P. (2000). Marketing Management (The Millennium Edition ed.): Person Prentice Hall.
  21. Kotler, P. (2003). Marketing Management (7th ed.): Person Prentice Hall.
  22. Kurti, E., Salavati, S., & Mirijamdotter, A. (2021). Using systems thinking to illustrate digital business model innovation. Systems, 9(4), 86.
  23. Lee, M. S., Hsiao, H. D., & Yang, M. F. (2010). The study of the relationships among experiential marketing, service quality, customer satisfaction and customer loyalty. International Journal of Organizational Innovation, 3(2), 352-378.
  24. Liu, Y.-Y., Chen, S.-H., & Zhang, J.-X. (2021). Applying importance–satisfaction model to evaluate customer satisfaction: An empirical study of foodpanda. Sustainability, 13(19), 10985.
  25. Lynn. (2019). Apple beckoned to cooperate, but it directly said no! 4-point analysis to see how Netflix builds an audio-visual empire that even Disney and Amazon are eyeing. Retrieved from https://www.businessweekly.com.tw/business/blog/25308
  26. Mier, J., & Kohli, A. K. (2021). Netflix: reinvention across multiple time periods, reflections and directions for future research. AMS Review, 11, 194-205.
  27. Mühlbach, S., & Arora, P. (2020). Behind the music: How labor changed for musicians through the subscription economy. First Monday.
  28. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
  29. Ou, W.-M., Shih, C.-M., & Chen, C.-Y. (2014). Antecedents and consequences of relationship commitment: an empirical study in Taiwan. International Journal of Commerce and Management, 24(3), 228-242.
  30. Pham, T. V., Nguyen, T. T., & Hoang, D. T. (2019). Determinants of customer satisfaction with OTT video services: The mediating role of perceived value. Telematics and Informatics, 39, 22-33.
  31. Wen, I. T. (2021). Scenario analysis of Netflix. Yuan-Ze University.
  32. Widiyanto, P., Endri, E., Sakti, R. F. J., Setiawan, E. B., Manfaluthy, M., Suryaningsih, L., . . . Limakrisna, N. (2021). The relationship between service quality, timeliness of arrival, departure flip ship logistics and people and customer satisfaction: A case in Indonesia. Academy of Entrepreneurship Journal, 27(6), 1-12.
  33. Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of marketing research, 20(3), 296-304.
  34. Yang, C. C. (2003). Establishment and applications of the integrated model of service quality measurement. Managing Service Quality: An International Journal, 13(4), 310-324.
  35. Yousaf, A., Mishra, A., Taheri, B., & Kesgin, M. (2021). A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms. Information & Management, 58(8), 103543.
  36. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.