Video streaming services have grown substantially in the past few years, due to their convenience, low cost and variety of original movies and tv shows. Consumers have switched from traditional broadcasting TV to streaming service platforms, which has led to the entrance of several players in the industry. The purpose of this research is to investigate how the video streaming service’s brand image, with a particular focus on Netflix, Disney Plus and Amazon Prime Video, impact customer loyalty, while also studying the moderation effect of wordofmouth. Furthermore, the mediation effect of expectations and perceived quality were also analyzed. In order to study the proposed model, six different stimuli were created based on online reviews. The stimuli presented either negative wordofmouth or positive wordofmouth, and were then used on an online survey, randomly assigned to each participant. Results show that the video streaming service’s brand image positively impacts customer loyalty. It was also concluded that both expectations and perceived quality media te the relationship between brand image and customer loyalty. Moreover, it was also proven that wordofouth also impacts this relationship.
| Date of Award | 3 Feb 2023 |
|---|
| Original language | English |
|---|
| Awarding Institution | - Universidade Católica Portuguesa
|
|---|
| Supervisor | Paulo Romeiro (Supervisor) |
|---|
- Video streaming service
- Brand image
- Customer loyalty
- Word-of-mouth
- Expectations
- Perceived quality
- Mestrado em Gestão e Administração de Empresas
The impact of video streaming service’s brand image on consumer loyalty: does word-of-mouth make a difference?
Costa, A. R. A. (Student). 3 Feb 2023
Student thesis: Master's Thesis