The Effect of Ease of Cancellation on Consumer Satisfaction in Video Subscription Services

DOI

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Other Title
  • 動画配信サブスクリプションサービスにおける解約の容易性が満足度に与える影響

Description

<p>In order to prevent consumers from leaving video subscription services, companies complicate the cancellation process, making consumers dissatisfied in the process. Although some studies explore consumers' reasons for cancellation, there is insufficient discussion on the impact of cancellation procedures on consumer satisfaction. Consequently, this study formulated the hypothesis that “the perception of ease of cancellation at the time of service contract positively influences consumers' level of satisfaction." Propensity score matching was conducted on the data obtained from responses of an online survey of users of the service. The results supported our hypothesis. This study suggests that although the focus of literature is often on how to increase satisfaction, preventing dissatisfaction among consumers should also be considered.</p>

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Details 詳細情報について

  • CRID
    1390853818714272512
  • NII Article ID
    130008145020
  • DOI
    10.11497/jasmin.202111.0_131
  • Text Lang
    en
  • Data Source
    • JaLC
    • CiNii Articles
  • Abstract License Flag
    Disallowed

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