Customer Gratification Towards Netflix – A Study With Special Reference To The Users In Chennai City

Abstract

The internet has become a feature of our lives around which they revolve and it is impossible to imagine a day passed without checking our mobile phones and social apps. The way we lead our lives has been drastically changed and mostly in a positive way. It all started with the radio, followed by cable TV, dish TV, internet and finally the charge is taken over today by the OTTs. The present study is detailed in the nature of studying the customers’ level of satisfaction towards the usage of OTT services. This study was undertaken using survey method through distribution of a structured questionnaire and data was collected from 150 respondents. The resulting data out of it was processed to data analysis using SPSS software. Results were interpreted using percentage analysis, descriptive analysis, exploratory factor analysis, t-test, one-way ANOVA. The age of the respondents does have a significant difference with all the three variants- content, accessibility and security of Netflix. Customers are highly aware of OTTs through word-of-mouth more than any other source of information. The fifteen variables in accordance to the intention of people to use ^Netflix Services have been reduced to accurate, significant and unrestrained factors out of which the most presiding factor is the content followed by accessibility and security in their order of superiority.