Customer Value, Brand Experience, and User Experience on Customer Satisfaction and Loyalty in Digital Streaming Services

Abstract

The COVID-19 pandemic has limited people's access and mobility, forcing consumers to prefer home video streaming services over going to the cinema. This condition causes a decline in the performance of the cinema film industry but brings blessings to the digital streaming service industry. The growth of the streaming business jumped sharply, and as a result, the competition became increasingly fierce. This chapter analyzes the effect of brand experience, customer value, and user experience on customer satisfaction and loyalty in the millennial generation. Data analysis used Smart PLS-SEM to test the direct, indirect, and total effect of the relationship between variables. The findings of this study indicate that although satisfied with customer service, they are still not loyal. This is due to the ease with which customers switch services, cheap services, and the desire to seek new experiences from the content provided by streaming services.