Analýza spotřebitelské věrnosti na trhu video streamovacích platforem

Abstract

Bachelor's thesis focuses on the issue of loyalty in the video streaming platforms market and uses the theory of consumption values to analyze this issue. The thesis examines the relationship between individual consumption values and subscription renewal, where the mediator of this relationship is customer satisfaction. Another goal of this thesis was to identify the most important factors for users of video streaming platforms. Quantitative research methods were used to achieve these research goals, while data were obtained by questionnaire survey using the CAWI method. The results of the bachelor's thesis show that there is a positive correlation between some consumer values and subscription renewal. Factors such as library size or price of subscription that consumers consider most important have been identified. These results have practical implications for video streaming platform providers, who can use the information from this work to improve their marketing strategies and increase the loyalty of their customers.