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The impact of platform experience on user satisfaction and loyalty in sports OTT. The case of DAZN Portugal: the influence of live experience
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Focusing on DAZN Portugal, this study explores how Platform Experience (PX) impacts consumer
satisfaction and loyalty with over-the-top (OTT) technology. A mixed-methods approach was used,
combining semi-structured interviews (n=8) and a questionnaire (n=98). Interviews with managers
identified core and supplementary components of PX and their potential relations with subsequent
satisfaction and behavioral loyalty, while the questionnaire quantitatively examined PX's of DAZN
subscribers on their levels of satisfaction and loyalty. The research deepens the understanding of PX
within the sports OTT context and its outcomes, provides recommendations for DAZN, and offers
insights for academics seeking to improve the sports OTT experience.
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Sports streaming DAZN Live experience Non-live experience Platform experience Satisfaction Loyalty Football Sports OTT platforms