Assessing the effects of technology adoption model on satisfaction and loyalty in streaming services

Authors

DOI:

https://doi.org/10.51359/2526-7884.2023.254499

Keywords:

streaming services, perceived quality, ease of use, performance expectancy, satisfaction

Abstract

The tremendous rise of demand for streaming services in the last decade, and during the pandemic COVID-19, has brought hope of a promising future for companies of this sector, where the determinants of customer satisfaction and loyalty are still to be fully understood. The empirical study presented in this paper seeks, as the primary goal, to analyze the factors that influence consumers’ loyalty to a streaming service. Seeking to answer the outlined research question, two types of sources were used in the present investigation: primary and secondary. Concerning the primary sources, quantitative research was used, with the convenience sampling technique for data collection, and a questionnaire that was applied online using institutional emails and social media (Facebook, Instagram, and Whatsapp). The data (n= 205) were analyzed using Structural Equation Modeling. From the results obtained, it is possible to conclude that the main factors influencing loyalty towards a streaming platform are: perceived quality, ease of use, performance expectancy, and satisfaction.  The analysis revealed a predictive validity of the three factors with satisfaction and, through this, to loyalty.


Author Biographies

Eduardo Roque Mangini, Instituto Federal de São Paulo

Eduardo Mangini is Marketing Research, and he holds Post Doctorate in Marketing at University of Minho (Portugal), Ph.D. in Business Management at University Nove de Julho and University of Minho; Master in Business Management at University Presbyterian Mackenzie; Bachelor in Business Management at Federal University of Lavras. Professor and Researcher at the Federal Institute of São Paulo and Visiting Professor at the Polytechnic Institute of Bragança - Portugal. He was a visiting professor at Universidade Presbiteriana Mackenzie for the Latu Sensu courses in Business Management, International Business, and Business and Service Management. He has also worked as Administrative Director at Organização Educacional Sanroquense, Marketing Director at Foco Virtual, Administrative Manager at Empório Mercatore and as Management Analyst at Companhia Paulista de Trens Metropolitanos.


Luisa Lopes, Instituto Politécnico de Bragança

Luisa Lopes has been a professor at Polytechnic Institute of Bragança since 1999. She holds a Ph. D in Business and Management Studies - Specialization in Marketing and Strategy (University of Porto) and a master’s degree awarded by University of Minho. After she graduated in Management, in University of Beira Interior, held several management and marketing positions in the apparel industry and in real estate and insurance services. Her research interests include relationship marketing, ending relationships and relationships reactivation, public and nonprofit marketing, services marketing, higher education marketing and consumer marketing. At Polytechnic Institute of Bragança she has several organizational positions and has promoted several academic events. She attended several national and international academic conferences as a presenter. As researcher at CiTUR, she has published peer-reviewed articles, participated in research projects and in journal reviews.

Salete Esteves, Instituto Politécnico de Bragança

PhD in Mathematics (2011) and Master in Mathematics - Fundamentals and Applications from the University of Porto.  She is a member of the Research, Development and Innovation in Tourism (CiTUR). She was the coordinator of CTeSP in Sales Management and Marketing from 2019 to 2021. She teaches in the areas of Statistics, Mathematics and Research Methodologies at Polytechnic Institute of Bragança.

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2023-05-25

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Vol. 7 No. 1 (2023): january-december

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