The implementation of SERVQUAL in measuring user satisfaction and its impact on the intent to continue using VOD applications in the future

Daniel Susilo (), Toong Hai Sam (), Endik Hidayat (), Guellica Agnesia Claudia Thanos (), Hilarius Bambang Winarko () and Pang Kit Tong ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 6, 860-869

Abstract: This research explores how SERVQUAL is used to assess user satisfaction and its influence on the likelihood of continued use of video-on-demand (VOD) applications. The findings indicate that improving service quality dimensions could boost user satisfaction and retention in VOD applications. This offers valuable insights for service providers to develop strategies, drawing on the research of Bhattacherjee [1], Chotigo and Kadono [2], Zhao et al. [3], and Shah et al. [4] while utilizing seven indicators from Kurniawan et al. [5]. The continuity intention variable is based on earlier studies conducted by Shah et al. [4], Bhattacherjee [1], and Cheng et al. [6], incorporating seven items from Kurniawan et al. [5]. The data analysis employs a statistical method known as Partial Least Squares (PLS), an efficient multivariate methodology capable of managing many responses and explanatory variables without necessarily making any assumptions. While responsiveness and empathy have many influences, reliability and assurance have a major impact on satisfaction and the intention to continue. Improved service quality can enhance consumer satisfaction and retention in video-on-demand (VOD) product innovation. This provides service companies with valuable knowledge for user engagement and loyalty strategies.

Keywords: Continuance Intention; SERVQUAL; User Satisfaction; Video on Demand (VOD). (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijirss.com/index.php/ijirss/article/view/9760/2207 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:6:p:860-869:id:9760

Access Statistics for this article

International Journal of Innovative Research and Scientific Studies is currently edited by Natalie Jean

More articles in International Journal of Innovative Research and Scientific Studies from Innovative Research Publishing
Bibliographic data for series maintained by Natalie Jean ().