Key drivers of customer loyalty in subscription video-on-demand (SVOD) in the Portuguese market

  • Hugo Jorge Morais Cortinhas (Student)

Student thesis: Master's Thesis


As the video streaming services industry arises and the entry of new players increases, it is relevant to understand what drives a customer to keep his subscription video-on-demand (SVOD) provider. This dissertation measures the effects of some drivers (perceived quality, perceived innovativeness, perceived value, and online brand experience) on customer loyalty to an SVOD provider, and measures the moderating role of switching costs on each of these drivers. We start by making a literature review on each of the constructs, and given those foundations, we developed a model. To validate the designed hypotheses, we conducted a quantitative research approach through an online survey with 204 participants. Finally, we performed a regression analysis to measure the relationship between each construct and customer loyalty. This dissertation provides insights on some characteristics of SVOD users in the Portuguese market, such as their situation with their current providers, for how long they are subscribed, and whether they have an SVOD subscription as an aggregated service. We concluded that perceived quality, perceived innovativeness, perceived value, and online brand experience have positive effects on customer loyalty. On the other hand, it was not possible to assess how switching costs moderate the relationship between any of the drivers and customer loyalty, as the obtained results were not significant.
Date of Award7 Jun 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoana Pinho (Supervisor) & Miriam Taís Salomão (Co-Supervisor)


  • Perceived quality
  • Perceived innovativeness
  • Perceived value
  • Online Brand Experience;
  • Switching costs
  • Customer loyalty


  • Mestrado em Marketing

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