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Video streaming industry: how can streaming video companies increase customer re-purchase intention in Portugal
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| 3.73 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The burgeoning expansion of video streaming has profoundly disrupted traditional television.
A compelling topic emerges as the industry undergoes dynamic transformations, and
understanding customer repurchase intention is vital for sustained business success. Focused
on Portugal, the research investigates strategies for enhancing repurchase intention among five
prominent brands – Netflix, HBO Max, Disney +, Amazon Prime Video, and Apple TV +. To
perform this study, two analytical approaches were used, conjoint and perceptual maps analysis,
delineating preferences, and perceptions regarding the aforementioned brands and emphasizing
attributes as account sharing and show virality, with potential dispersion in preferences
mitigated through strategic technological innovation.
Descrição
Palavras-chave
Video streaming industry Streaming platform Portugal Attributes Marketing research Customer re-purchase intention Preferences Conjoint analysis