INFLUENCE OF E-SERVICE QUALITY TOWARDS CUSTOMER LOYALTY IN THE SVOD SERVICE IN INDONESIA (CASE STUDY: NETFLIX)

• Main Author: Affan Huzairy B., Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54745
• Institution: Institut Teknologi Bandung

Subscription video on demand (SVOD) seems to be getting popular as a choice of entertainment access by consumers in the form of video such as movies and series including in Indonesia. SVOD can be accessed through the internet without the need of satellite and cable and can be accessed by many electronic devices that are connected to the internet such as smartphones, pc, etc. But with the rising of SVOD popularity, the competition in the industry became fierce with many new SVOD providers starting to sprung up and many of them even backed by giant companies such as Apple tv, Disney+, HBO Max, etc. with the tighter the competition maintaining customer loyalty also becomes hard as companies trying to get as many customers in the market. Therefore it needs strategy to maintain the customer loyalty because it’s important for survival and growth of the business. The author chose to conduct the research on how e-service quality can influence the customer loyalty of SVOD in Indonesia because SVOD are services provided on the internet and can be accessed either with web or app therefore e-service quality becomes an important factor to assess the service they provide. The SVOD that became the object of this research is Netflix because they already have a long presence in Indonesia and have a substantial amount of customers. The research was conducted by giving questionnaires to Netflix consumers in Jakarta and Bandung and the author managed to collect 110 data and analyze it with SEM-PLS method using SmartPLS software. The author found that e-service quality dimensions which are: Product portfolio, Information quality, visual appeal and ease of use have significant and positive influence towards customer loyalty of Netflix customers in Indonesia.