Navigating E-Business in Over-the-Top (OTT) Services: Exploring the Importance of Customer Experience (CX)
Year: 2024
Type: conference-paper
Study design: Systematic Review
Abstract: The dynamics of the e-business landscape are pivotal to the development of OTT services for society. As the entertainment industry transitions towards internet-based systems and services, operational optimization and effective business expansion are becoming more achievable. OTT services, a type of e-business product, are experiencing dynamic growth in response to the increasing demand for digital content. Customer experience (CX) is a crucial factor that influences the success and continuity of OTT services. This research investigates the significance of customer experience in e-business for over-the-top (OTT) services. A Systematic Literature Review (SLR) was conducted, analyzing 68 relevant articles published between 2019 and 2023, to provide a comprehensive understanding of OTT services in e-business. The study identifies key factors that contribute positively to customer experience in OTT services and discusses the challenges and opportunities for the successful implementation of customer experience strategies in these services. Quantitative data from the reviewed literature indicates that OTT services focusing on personalization, content variety, and accessibility experience a 30% higher customer satisfaction rate compared to those that do not. Additionally, services that effectively address technical issues and subscription fatigue report a 25% increase in user retention..
Authors: Hendry Hartono, Theresia Avilla, Erwin Halim
Institution: Binus University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4405634273