Effect Of User Experience, Perceived Price, And Electronic Service Quality On Customer Satisfaction On Subscription Video On Demand Netflix Services In Medan City
Introduction
In today's digital age, video on demand streaming services such as Netflix have become an essential part of many people's daily lives. The city of Medan, Indonesia, is no exception, with a significant number of residents subscribing to the Netflix application. As the competition in the digital service sector continues to intensify, companies like Netflix must focus on delivering exceptional user experiences, perceived prices, and electronic service quality to maintain and attract more customers. This study aims to analyze the effect of user experience, perceived price, and electronic service quality on customer satisfaction on Netflix subscription services in Medan City.
Literature Review
The concept of user experience (UX) has gained significant attention in recent years, particularly in the context of digital services. UX refers to the overall experience a user has when interacting with a product or service, including the ease of use, intuitiveness, and overall satisfaction. A good UX is crucial for companies like Netflix, as it can lead to increased customer satisfaction, loyalty, and retention.
Perceived price, on the other hand, refers to the perceived value of a product or service relative to its price. In the context of digital services, perceived price is influenced by factors such as the quality and variety of content offered, as well as the overall user experience. When users feel that the price they pay is proportional to the quality and variety of content offered, they are more likely to feel satisfied.
Electronic service quality (ESQ) refers to the overall quality of electronic services, including aspects such as access speed, streaming stability, and responses from customer service. ESQ is critical for companies like Netflix, as it can significantly impact user satisfaction and loyalty.
Methodology
This study employed a quantitative approach, using a questionnaire distributed through Google Forms to collect data from 96 respondents in Medan City who have or are subscribing to the Netflix application. The questionnaire consisted of questions related to user experience, perceived price, electronic service quality, and customer satisfaction.
The data was analyzed using multiple linear regression techniques to examine the relationship between user experience, perceived price, electronic service quality, and customer satisfaction.
Results
The results of this study showed that user experience, perceived price, and electronic service quality simultaneously have a significant influence on customer satisfaction. Partially, user experience has a positive and significant influence on customer satisfaction, indicating that a good experience when using Netflix is crucial for increasing user satisfaction.
Perceived price also has a significant influence on customer satisfaction, suggesting that users consider the prices they pay with the content and services they receive. When users feel that the price paid is proportional to the quality and variation of the content offered, they are more likely to feel satisfied.
Electronic service quality or the quality of electronic services also plays a significant role in increasing user satisfaction. The quality of this service includes various aspects such as access speed, streaming stability, and responses from customer service. If all of these elements run well, then the user will have a positive experience that results in higher satisfaction.
Discussion
The findings of this study provide valuable insights for companies engaged in the digital service sector, especially in terms of how user experience, perceived price, and electronic service quality are interrelated and contribute to customer satisfaction. In an increasingly competitive world, companies need to continue to innovate and improve these three aspects to maintain and attract more customers in dynamic markets such as video on demand streaming services.
The results of this study also highlight the importance of user experience, perceived price, and electronic service quality in the context of digital services. Companies like Netflix must focus on delivering exceptional user experiences, perceived prices, and electronic service quality to maintain and attract more customers.
Conclusion
In conclusion, this study provides valuable insights into the effect of user experience, perceived price, and electronic service quality on customer satisfaction on Netflix subscription services in Medan City. The findings of this study suggest that user experience, perceived price, and electronic service quality simultaneously have a significant influence on customer satisfaction. Partially, user experience has a positive and significant influence on customer satisfaction, indicating that a good experience when using Netflix is crucial for increasing user satisfaction.
Perceived price also has a significant influence on customer satisfaction, suggesting that users consider the prices they pay with the content and services they receive. When users feel that the price paid is proportional to the quality and variation of the content offered, they are more likely to feel satisfied.
Electronic service quality or the quality of electronic services also plays a significant role in increasing user satisfaction. The quality of this service includes various aspects such as access speed, streaming stability, and responses from customer service. If all of these elements run well, then the user will have a positive experience that results in higher satisfaction.
Recommendations
Based on the findings of this study, the following recommendations are made:
- Improve User Experience: Companies like Netflix must focus on delivering exceptional user experiences, including intuitive user interfaces, ease of use, and overall satisfaction.
- Optimize Perceived Price: Companies must ensure that the prices they charge are proportional to the quality and variation of content offered.
- Enhance Electronic Service Quality: Companies must focus on delivering high-quality electronic services, including access speed, streaming stability, and responses from customer service.
By implementing these recommendations, companies like Netflix can maintain and attract more customers in dynamic markets such as video on demand streaming services.
Limitations
This study has several limitations, including:
- Sample Size: The sample size of this study was limited to 96 respondents, which may not be representative of the larger population.
- Context: This study was conducted in Medan City, Indonesia, which may not be generalizable to other contexts.
- Methodology: This study employed a quantitative approach, which may not capture the nuances of user experience, perceived price, and electronic service quality.
Future studies should aim to address these limitations by using larger sample sizes, diverse contexts, and mixed-methods approaches.
Future Research Directions
This study provides a foundation for future research in the area of user experience, perceived price, and electronic service quality in digital services. Some potential future research directions include:
- Investigating the Impact of User Experience on Customer Loyalty: Future studies could investigate the impact of user experience on customer loyalty in digital services.
- Examining the Relationship between Perceived Price and Customer Satisfaction: Future studies could examine the relationship between perceived price and customer satisfaction in digital services.
- Developing a Framework for Electronic Service Quality: Future studies could develop a framework for electronic service quality in digital services.
By exploring these research directions, future studies can provide a more comprehensive understanding of the factors that influence customer satisfaction in digital services.
Q: What is the main objective of this study?
A: The main objective of this study is to analyze the effect of user experience, perceived price, and electronic service quality on customer satisfaction on Netflix subscription services in Medan City.
Q: What is user experience (UX) in the context of digital services?
A: User experience (UX) refers to the overall experience a user has when interacting with a product or service, including the ease of use, intuitiveness, and overall satisfaction.
Q: How does perceived price influence customer satisfaction?
A: Perceived price influences customer satisfaction by considering the prices users pay with the content and services they receive. When users feel that the price paid is proportional to the quality and variation of the content offered, they are more likely to feel satisfied.
Q: What is electronic service quality (ESQ) in the context of digital services?
A: Electronic service quality (ESQ) refers to the overall quality of electronic services, including aspects such as access speed, streaming stability, and responses from customer service.
Q: What are the implications of this study for companies like Netflix?
A: The findings of this study suggest that companies like Netflix must focus on delivering exceptional user experiences, perceived prices, and electronic service quality to maintain and attract more customers in dynamic markets such as video on demand streaming services.
Q: What are the limitations of this study?
A: This study has several limitations, including a limited sample size, a specific context, and a quantitative approach.
Q: What are the future research directions based on this study?
A: Some potential future research directions include investigating the impact of user experience on customer loyalty, examining the relationship between perceived price and customer satisfaction, and developing a framework for electronic service quality.
Q: What are the recommendations for companies like Netflix based on this study?
A: The recommendations for companies like Netflix based on this study include improving user experience, optimizing perceived price, and enhancing electronic service quality.
Q: How can companies like Netflix measure user experience, perceived price, and electronic service quality?
A: Companies like Netflix can measure user experience, perceived price, and electronic service quality through various methods, including surveys, focus groups, and analytics tools.
Q: What are the benefits of delivering exceptional user experiences, perceived prices, and electronic service quality for companies like Netflix?
A: Delivering exceptional user experiences, perceived prices, and electronic service quality can lead to increased customer satisfaction, loyalty, and retention, ultimately resulting in revenue growth and market share.
Q: How can companies like Netflix stay competitive in the digital service market?
A: Companies like Netflix can stay competitive in the digital service market by continuously innovating and improving their user experiences, perceived prices, and electronic service quality.
Q: What are the key takeaways from this study?
A: The key takeaways from this study include the importance of user experience, perceived price, and electronic service quality in influencing customer satisfaction, and the need for companies like Netflix to focus on delivering exceptional experiences to maintain and attract more customers.