Year: 2017
Type: dissertation
Abstract: While researchers have shown that memories of experience diverge from actual experience, little is known about how variations in online video service quality impact overall ratings of Technical Quality (TQ), satisfaction, and frustration after a sequence of videos is viewed. Additionally, it is yet to be determined how accumulated experiences of TQ may impact customer loyalty measures like Likelihood-to-Recommend (L2R) and Likelihood-to-Churn (L2C). This thesis addresses these gaps in the literature by conducting two experiments that vary the sequencing of videos with good, mediocre, and bad TQ. In the first experiment, a negative end effect was found. The second experiment found the negative end effect as well as an effect of linear trend (both increasing and decreasing). Overall ratings of L2R and L2C at the end of a one-hour viewing session suggest that satisfaction is the closest predictor to significance of L2R while frustration is the best predictor of L2C.
Source: TSpace (University of Toronto)
Author: Chelsea A. DeGuzman
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2803948491