‘Quality in the eye of the beholder: developing an empirical scale for video-on-demand services’
This research addresses a critical gap in the literature by developing a comprehensive, empirically validated scale for assessing Video-on-Demand (V-o-D) service quality within digital entertainment. Through a robust mixed-method approach involving around 900 participants across several studies, the...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2025.2514946 |
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| _version_ | 1850125922556968960 |
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| author | Satyaki Datta Tathagata Ghosh |
| author_facet | Satyaki Datta Tathagata Ghosh |
| author_sort | Satyaki Datta |
| collection | DOAJ |
| description | This research addresses a critical gap in the literature by developing a comprehensive, empirically validated scale for assessing Video-on-Demand (V-o-D) service quality within digital entertainment. Through a robust mixed-method approach involving around 900 participants across several studies, the research identifies and empirically validates a 30-item scale structured into seven distinct dimensions – Ease of use, Content mix, Genre variety, Subscription easiness, Regulation free, Search & recommend and New release. Grounded in the Means-End Chain (MEC) theory and tested against the Theory of Consumption values (TCV), the study establishes the multidimensional nature of V-o-D service quality and its significant positive impact on the five consumption values. This research pioneers the systematic measurement of V-o-D service quality. Practically, the findings equip V-o-D marketers with strategic insights into consumer expectations, facilitating targeted differentiation and enhanced consumer engagement strategies in an increasingly competitive digital marketplace. Future research avenues are identified, emphasizing cross-cultural validations and extensions into other digital entertainment services, reinforcing the scale’s global applicability and academic rigour. |
| format | Article |
| id | doaj-art-a61d4198c5034fb389e41b79bf45b59b |
| institution | OA Journals |
| issn | 2331-1886 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-a61d4198c5034fb389e41b79bf45b59b2025-08-20T02:34:02ZengTaylor & Francis GroupCogent Social Sciences2331-18862025-12-0111110.1080/23311886.2025.2514946‘Quality in the eye of the beholder: developing an empirical scale for video-on-demand services’Satyaki Datta0Tathagata Ghosh1T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, IndiaT A Pai Management Institute, Manipal Academy of Higher Education, Manipal, IndiaThis research addresses a critical gap in the literature by developing a comprehensive, empirically validated scale for assessing Video-on-Demand (V-o-D) service quality within digital entertainment. Through a robust mixed-method approach involving around 900 participants across several studies, the research identifies and empirically validates a 30-item scale structured into seven distinct dimensions – Ease of use, Content mix, Genre variety, Subscription easiness, Regulation free, Search & recommend and New release. Grounded in the Means-End Chain (MEC) theory and tested against the Theory of Consumption values (TCV), the study establishes the multidimensional nature of V-o-D service quality and its significant positive impact on the five consumption values. This research pioneers the systematic measurement of V-o-D service quality. Practically, the findings equip V-o-D marketers with strategic insights into consumer expectations, facilitating targeted differentiation and enhanced consumer engagement strategies in an increasingly competitive digital marketplace. Future research avenues are identified, emphasizing cross-cultural validations and extensions into other digital entertainment services, reinforcing the scale’s global applicability and academic rigour.https://www.tandfonline.com/doi/10.1080/23311886.2025.2514946Video-on-demandservice qualityover-the-topscale developmentBusiness, Management and AccountingConsumer Psychology |
| spellingShingle | Satyaki Datta Tathagata Ghosh ‘Quality in the eye of the beholder: developing an empirical scale for video-on-demand services’ Cogent Social Sciences Video-on-demand service quality over-the-top scale development Business, Management and Accounting Consumer Psychology |
| title | ‘Quality in the eye of the beholder: developing an empirical scale for video-on-demand services’ |
| title_full | ‘Quality in the eye of the beholder: developing an empirical scale for video-on-demand services’ |
| title_fullStr | ‘Quality in the eye of the beholder: developing an empirical scale for video-on-demand services’ |
| title_full_unstemmed | ‘Quality in the eye of the beholder: developing an empirical scale for video-on-demand services’ |
| title_short | ‘Quality in the eye of the beholder: developing an empirical scale for video-on-demand services’ |
| title_sort | quality in the eye of the beholder developing an empirical scale for video on demand services |
| topic | Video-on-demand service quality over-the-top scale development Business, Management and Accounting Consumer Psychology |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2025.2514946 |
| work_keys_str_mv | AT satyakidatta qualityintheeyeofthebeholderdevelopinganempiricalscaleforvideoondemandservices AT tathagataghosh qualityintheeyeofthebeholderdevelopinganempiricalscaleforvideoondemandservices |