Analysing The Factors Influencing Customer Satisfaction Of Netflix Users In Chennai.

Abstract

There will be an increase in the level of rivalry between traditional cable television and internet streaming services as the digital media industry continues to see fast development. To win new consumers in today's market, you need to do more than just advertise; rather, you need to modify the objectives of your company so that they align with the expectations and preferences of your clientele. In an effort to get a better understanding of the connection between the expansion of cable and internet media and critical elements such as cost, ease of use, and societal shifts, a number of studies have been conducted to study the relationship between these two phenomena. We explore a  number of factors that customers take into account when making a decision between the many streaming options available via cable television and online streaming services as part of the scope of this research project. Samples of data were collected using a survey questionnaire in the format of a questionnaire and were obtained at a large public university. The development of multivariate regression models was undertaken with the purpose of elucidating the factors that are significant to each option. Both models provided evidence that substantiated the statistical significance. According to the results of the regression model for cable TV, additional purchases, unfavourable societal trends, high expenses, and poor customer service were all factors that accounted for a large portion of the total variance. The regression model for internet streaming discovered, in contrast to cable TV, that the only factors that mattered were the social trend and the alternatives that were readily available. The fact that there were several other options for media consumption was only moderately significant. In terms of demographics, there was no discernible effect played by gender, and there was only a small impact shown by age on the decision to choose internet streaming over cable television. Both of these factors are related to the decision to cut the cord and watch television online rather than through a cable subscription.