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E-Service Quality and Viewer Brand Preference

  • Unique Paper ID: 180735
  • Volume: 12
  • Issue: 1
  • PageNo: 1994-2001
  • 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.
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  • ISSN: 2349-6002
  • Volume: 12
  • Issue: 1
  • PageNo: 1994-2001

E-Service Quality and Viewer Brand Preference

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