Tyron (2013) details the shift towards the demand for instantaneous viewing, and the
emergence of the ‘on demand culture’. Dixon (2015) states that customer retention is
an important metric to determine the health of a company operating within the SVOD
(Subscription Video-On-Demand) industry, as it relates directly to revenue generation.
This research project aims to assess the factors contributing to retention in student UK
Netflix customers, and how their custom can be retained; conducting surveys with
Business School students at The University of Chichester in order to identify the most
effective options.
The key takeaway from the analysis that stood out to the researcher was the
emphasis on quality over price in relation to customer satisfaction and subsequently
on customer retention.