รหัสดีโอไอ 10.14457/TU.the.2020.363
Title A study of the factors influencing Thai Netflix users to be satisfied with the platform
Creator Pantira Songkijsub
Contributor Paul G. Patterson, Advisor
Publisher Thammasat University
Publication Year 2020
Keyword Netflix, Movie, Series, Streaming platform, Entertainment, Users
Abstract According to techsauce, Netflix has been in Thailand since April, 2017 and has captured 30% of the market which is the majority compared to other online movie streaming services. Manager online, Thailand-language daily digital newspaper, said the number of Thai Netflix users is still unknown; however, they predict that Netflix would have more than 500,000 users in 2020.The number of users is one thing; however, to keep the existing paid users satisfied with the platform is also important. It is no doubt that if the users satisfied with the service, there is unlikely for them to cancel subscription. Furthermore, it could make them to spread positive word of mouth which eventually leads to Netflix’s growth revenue.A study of factors influencing Thai Netflix users to be satisfied with the platform is under the theme of international marketing. This study is to understand the factors that influence Thai Netflix users to be satisfied with the platform. Netflix can understand factors and be able to apply the researched data to further create customer engagement/ positive word of mouth. As a consequence, the number of their users will be increasing without spending much on advertising and eventually it means more revenue for Netflix.Research Objectives:1.To identify factors making users be satisfied with the Netflix.2.To identify factors making Netflix subscribers spread positive word of mouth3.To understand customer journey of users and identify touchpoints where value is created/dilutedResearch MethodologyThe research will be conducted by using two designs which are exploratory research and descriptive research by non-probability sampling. The exploratory design contains secondary data, observation, and 6 in-depth interviews in which the interviewees must be Thai Netflix users. These methods will help to roughly identify factors influencing them to be satisfied with Netflix and spread positive word of mouth. The descriptive design will be conducted by distributing 215 questionnaires from an online survey.
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Pantira Songkijsub และผู้แต่งคนอื่นๆ. (2020) A study of the factors influencing Thai Netflix users to be satisfied with the platform. Thammasat University:ม.ป.ท.
Pantira Songkijsub และผู้แต่งคนอื่นๆ. 2020. A study of the factors influencing Thai Netflix users to be satisfied with the platform. ม.ป.ท.:Thammasat University;
Pantira Songkijsub และผู้แต่งคนอื่นๆ. A study of the factors influencing Thai Netflix users to be satisfied with the platform. ม.ป.ท.:Thammasat University, 2020. Print.