TY - JOUR
T1 - A qualitative study proposing service quality dimensions for video-on-demand services through over-the-top medium
AU - Datta, Satyaki
AU - Utkarsh,
N1 - Funding Information:
The authors are sincerely thankful to the management, and research office, of the affiliating institutes, for allowing them to the conduct of this research. The authors would like to thank, senior faculty members of the affiliating institutes, for their advice. Funding: This project is a part of the mandatory protocol, for the award of the PhD degree to the corresponding author, by of the affiliating institute/university. The corresponding author is paid monthly stipend, for conducting the PhD research and livelihood. The other author is the thesis co-guide of the corresponding author. Neither of them had received any other funding from any other sources to conduct the research, apart from the mentioned stipend and regular faculty remuneration, from their respective institutes.
Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2023/7/25
Y1 - 2023/7/25
N2 - Purpose: The behaviour of audience, consuming video entertainment, has changed intensely over the years. Lately, the consumers have increasingly preferred to watch video programs, through video-on-demand services through over-the-top medium. The service is novel and the consumer’s perception of the service quality is not well explored. As extant literature considers service quality as the construct to determine the sustained growth of a service, the present study has attempted to explore the dimensions to measure service quality of video-on-demand services. Design/methodology/approach: The authors conducted qualitative, semi-structured interviews and focus group discussions amongst the user of the video-on-demand service. The qualitative data was content analysed to furnish thematic dimensions. Findings: The study reveals thematic attributes perceived as dimensions to measure service quality of video-on-demand services. Research limitations/implications: Considering the exploratory nature of the study, the themes proposed might seem nascent. Hence, it was the authors’ discretion to stop expanding the respondent sample to avoid data saturation. A quantitative establishment of the service quality dimensions was beyond the scope of the current research and would follow in a different study. Originality/value: The objective of the study is to qualitatively explore service quality dimensions of video-on-demand services. In pursuit of that, the current study explored the consumers’ excerpts, content analysed the data and furnished several themes perceived as service quality dimensions in this context. Such a detailed approach is uncommon in this context.
AB - Purpose: The behaviour of audience, consuming video entertainment, has changed intensely over the years. Lately, the consumers have increasingly preferred to watch video programs, through video-on-demand services through over-the-top medium. The service is novel and the consumer’s perception of the service quality is not well explored. As extant literature considers service quality as the construct to determine the sustained growth of a service, the present study has attempted to explore the dimensions to measure service quality of video-on-demand services. Design/methodology/approach: The authors conducted qualitative, semi-structured interviews and focus group discussions amongst the user of the video-on-demand service. The qualitative data was content analysed to furnish thematic dimensions. Findings: The study reveals thematic attributes perceived as dimensions to measure service quality of video-on-demand services. Research limitations/implications: Considering the exploratory nature of the study, the themes proposed might seem nascent. Hence, it was the authors’ discretion to stop expanding the respondent sample to avoid data saturation. A quantitative establishment of the service quality dimensions was beyond the scope of the current research and would follow in a different study. Originality/value: The objective of the study is to qualitatively explore service quality dimensions of video-on-demand services. In pursuit of that, the current study explored the consumers’ excerpts, content analysed the data and furnished several themes perceived as service quality dimensions in this context. Such a detailed approach is uncommon in this context.
UR - https://www.scopus.com/pages/publications/85126382928
UR - https://www.scopus.com/pages/publications/85126382928#tab=citedBy
U2 - 10.1108/IJPCC-05-2021-0122
DO - 10.1108/IJPCC-05-2021-0122
M3 - Article
AN - SCOPUS:85126382928
SN - 1742-7371
VL - 19
SP - 550
EP - 572
JO - International Journal of Pervasive Computing and Communications
JF - International Journal of Pervasive Computing and Communications
IS - 4
ER -