Online technology and organization challenges: An examination of Netflix and customer satisfaction

by Elgohary, Wagih R., Ph.D., CAPELLA UNIVERSITY, 2011, 177 pages; 3439421


Customer satisfaction is an important issue for Netflix. Several scholars have indicated that Netflix business strategies have caused customers to be dissatisfied. Also, Netflix has faced several lawsuits from unsatisfied customers. This study addressed the relationship of màrketing theory and the role of building customer loyalty. The researcher used a descriptive research design, quantitative method, in order to describe the situations with Netflix customers. The research questions focused on customer satisfaction and loyalty to Netflix, the elements that influence customer satisfaction and loyalty, and the reason for customer satisfaction or disappointment with the organization. The researcher's sample was 160 participants who were selected randomly from a California county. The researcher focused on developing a list of possible variables that are connected to Netflix loyalty besides customer satisfaction. The researcher focused on many key variables that play important roles in customer satisfaction among Netflix's members. Those variables are overall convenience, price value, hours/days of operation, efficiency of delivery, and variety of movies. The research results indicated that customers trust Netflix service, and all of the tests indicated there is value in that market. The study indicated other great factors, such as Netflix's rate and customer satisfaction, and Netflix's variety of movies and customer satisfaction. The researcher's recommendations to Netflix management included focusing on maintaining its good image by improving the quality of service and taking into consideration any problem with Netflix's customers and solve it before it reaches the court system.

AdviserRaj Singh
Source TypeDissertation
SubjectsMarketing; Management
Publication Number3439421

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