"Examining Customer Satisfaction and Brand Loyalty of Generation Z Customers in Ott Media Services"

Abstract

In today's digital age, there has been an exponential growth in the popularity and demand of over-the-top (OTT) media services. This research aims to identify the antecedents of customer satisfaction leading to brand loyalty in young OTT media consumers. This research's target group is the Indian Generation Z cohort, the most extensive customer base of OTT platforms globally. This research employs a quantitative approach, using a questionnaire survey method. Data is collected from OTT subscribers belonging to the Generation Z cohort from the country's various regions. The antecedents of customer satisfaction analyzed through this research are perceived quality, the perceived value of cost, usefulness, usability, lifestyle congruence, brand identification, and equity. The most significant influence on customer satisfaction factors were perceived usability, overall brand equity, and perceived cost value. Customer satisfaction was also found to have a strong impact on brand loyalty. Primary data was collected from the generation Z cohort in India to test the theoretical model developed through literature review. The study is first of its kind in an emerging economy setup and gives practical insights into the youth population's consumer behavior and preferences. The outcome of this research provides Generation Z's perspective of OTT media consumption behavior. The study also highlights the importance of developing OTT platforms' brand equity, usefulness, and competitive pricing to drive customer satisfaction and brand loyalty.