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@article{180735,
        author = {LAKSHMI KANNAN and Dr.K.Ravichandran and Dr. K.Anandhi},
        title = {E-Service Quality and Viewer Brand Preference},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {1994-2001},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=180735},
        abstract = {The burgeoning Indian digital landscape has 
propelled the widespread adoption of Over-The-Top 
(OTT) home entertainment platforms, fundamentally 
transforming media consumption. This research 
investigates the critical role of electronic service quality 
(e-service quality) in shaping viewer brand preference 
within this intensely competitive market. The study 
aims to identify key e-service quality dimensions like 
Website/App Design and User Interface (UI/UX), 
Performance, Content Quality and Variety, Customer 
Support, Privacy and Security, Personalization, Ease of 
Use, Cost and Convenience, and Quality of Ad 
Exposure.  This research also analyzes their influence 
on viewer satisfaction & loyalty and explores the 
mediating roles of trust and perceived value. It also 
examines the impact of social media, online reviews, and 
service recovery on brand preference across diverse 
demographic segments. Findings will offer valuable 
insights for OTT providers to enhance service offerings, 
cultivate brand loyalty, and secure a competitive edge 
in the dynamic Indian market.},
        keywords = {OTT, E-service quality, Brand preference,  Indian viewers, Viewer satisfaction},
        month = {June},
        }