Factors affecting customer satisfaction for video on demand subscription in the case of netflix in Vietnam
Abstract
The idea of this study is come up from the revolution of modern technology.
Entertainment especially Movie Industry had been developed very quickly, Video on
Demand appear to adapt user’s need for high quality of movie and convenience to
experience at home. In the fast evolution of Film Industry, Video on demand also catch
up this many big player has born like Netflix, Hulu, Amazon… From time to time, they
always improve their platform and product, jump in new countries all over the world in
order to explore and gain revenue.
Service Video-on-demand is not a new concept in Vietnam but the fact is that
there is no Video-on-demand player come from Vietnam. This field require a hug
financial power to invest and right strategy to develop in each country. This study will
discover factors that decide satisfaction to Video-on-demand Vietnam market from the
user’s point of view in the case of one of the biggest VOD player in the world - Netflix.
Hopefully it will contribute to not only Netflix but also other VOD company to define
and develop their strategy when coming potential market like Vietnam.
This research uses a quantitative methodology approach based on
questionnaires sent to Netflix users who focus live in Ho Chi Minh City. Data analysis
revealed a positive influence of variety on customer satisfaction of Video on Demand.
It was also found a positive impact of perceived value with satisfaction towards Netflix.
These influences were expected and supported by the existing literature.”