November 28, 2025Vilakshan – XIMB Journal of ManagementOpen Access

Antecedents for customer satisfaction and willingness to subscribe over-the-top services post the pandemic in India

View Full Paper

Ask AI

Bookmark

Authors

SRSujatha, R.UBUma Maheswari B KDKavitha D

Discussion

Member takes

Implication

Analysis shows customer satisfaction is influenced by engagement and social factors in OTT services, suggesting new marketing strategies are needed for different age groups.

Key Points

Customer satisfaction increased in relation to customer engagement and social influence, indicating strong relationships.
The study demonstrated using structural equation modelling with data from 200 respondents across Tamil Nadu, India.
Habit does not mediate willingness to pay for OTT services, highlighting consumer behaviour's complexity.
Findings stress the importance for decision makers to tailor marketing plans based on demographics and service types.],

Cite This Study

R. et al. (2025) studied this question.

synapsesocial.com/papers/6928f113a65b730b9ea79e9c https://doi.org/10.1108/xjm-01-2024-0005

View Full Paper

Ask AI

Bookmark

Implication

Analysis shows customer satisfaction is influenced by engagement and social factors in OTT services, suggesting new marketing strategies are needed for different age groups.

Antecedents for customer satisfaction and willingness to subscribe over-the-top services post the pandemic in India

Discussion

Member takes

Implication

Key Points

Cite This Study

Antecedents for customer satisfaction and willingness to subscribe over-the-top services post the pandemic in India

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider