A qualitative study proposing service quality dimensions for video-on-demand services through over-the-top medium

Abstract

Purpose The behaviour of audience, consuming video entertainment, has changed intensely over the years. Lately, the consumers have increasingly preferred to watch video programs, through video-on-demand services through over-the-top medium. The service is novel and the consumer’s perception of the service quality is not well explored. As extant literature considers service quality as the construct to determine the sustained growth of a service, the present study has attempted to explore the dimensions to measure service quality of video-on-demand services. Design/methodology/approach The authors conducted qualitative, semi-structured interviews and focus group discussions amongst the user of the video-on-demand service. The qualitative data was content analysed to furnish thematic dimensions. Findings The study reveals thematic attributes perceived as dimensions to measure service quality of video-on-demand services. Research limitations/implications Considering the exploratory nature of the study, the themes proposed might seem nascent. Hence, it was the authors’ discretion to stop expanding the respondent sample to avoid data saturation. A quantitative establishment of the service quality dimensions was beyond the scope of the current research and would follow in a different study. Originality/value The objective of the study is to qualitatively explore service quality dimensions of video-on-demand services. In pursuit of that, the current study explored the consumers’ excerpts, content analysed the data and furnished several themes perceived as service quality dimensions in this context. Such a detailed approach is uncommon in this context.