Identifying the Factors of E-service Quality among Indian Millennial Streaming Service Users

Abstract

This research sought to explore the preferences of Indian Millennial in the realm of streaming services, specifically focusing on music. The goal was to uncover the intricate connections between various quality dimensions within six services: web design, performance, personalization, trust, satisfaction, and repurchase intention. Employing an e-service quality measurement and a quantitative research methodology, the study distributed questionnaires to 400 Indian millennial known for their heavy usage of music streaming services, gathered from local private colleges and universities. Data analysis involved descriptive analysis and partial least squares for structural modeling. The study's findings indicated significant associations between web design, customization, and repurchase intention. Performance factors, such as reliability and responsiveness, played a crucial role in satisfaction, and a link between satisfaction and repurchase intention was established. Notably, trust did not show a significant influence on purchase intention. These findings contribute valuable insights that can be applied not only to streaming music services but also to other e-services, aiding in the development of quality metrics to assess customer-centric effectiveness. The suggestion for future research includes exploring different types of e-services with varied quality dimensions for a comprehensive and comparative analysis.Top of Form