A mixed method approach to understand service quality-satisfaction-loyalty linkage for video-on-demand service

According to extant literature, if something cannot be measured properly, it cannot be managed either. The merit of service of a business is measured by the construct service quality, which has been operationalised uniquely through different attributes and corresponding psychometric instrument across different service industry. In the absence of any such attribute and instrument, the service quality of the novel video-on-demand service through OTT media is difficult to understand and measure. Further for sustained growth and increased profitability of the video-on-demand service business, it would be prudent to understand in what manner, the various dimensions of service quality can satisfy the users and further impart loyalty in them, in the present context. To answer these research gaps, the current study was conducted to explore dimensions of service quality and investigate the corresponding relationship with satisfaction and loyalty for video-on-demand service.