Personalized Marketing Tools in Media Streaming Services and their Effects on Consumer Loyalty
Loading...
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Authors
Date
2023
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
61 + 8
Series
Abstract
Objectives The main objectives of this study were to identify the personalized marketing tools that are commonly used in media streaming services and how the tools affect consumer loyalty towards these services. This study should help streaming service providers to understand what effects personalized marketing tools have on streaming service users and provide a guide for the implementation of the tools. Summary This study focuses on the application of various personalized marketing tools within streaming services. Six different personalized marketing tools were identified, which aim to provide the user with an enhanced experience in streaming platforms. The tools were assumed to affect three key consumer attributes, satisfaction, trust, and loyalty, with satisfaction and trust acting as enhancers of loyalty. Primary data was gathered with quantitative research in the form of an online survey. The research focused on collecting consumer perceptions of the various tools’ effects on the key consumer attributes. Conclusions The analysis of primary quantitative research found personalized marketing tools to only affect consumer loyalty through enhancing consumer satisfaction. The role of trust as an enhancer of consumer loyalty was found to be nonsignificant, as was the direct connection between personalized marketing tools and loyalty. Additionally, the research discovered differences between the perception of specific tools, as one tool was perceived to have a negative effect on a user’s satisfaction and trust. The study concluded that streaming services should comprehensively evaluate different tools and their possible effects on users to acquire the benefits of personalization.Description
Thesis advisor
Mirońska, DominikaKeywords
consumer behaviour, loyalty, relationship marketing, marketing strategy