Subscription Services: Satisfaction and Loyalty

Abstract

This study investigates the relationship between customer satisfaction and loyalty in the context of subscription services, with a focus on the Indian market. Through a mixed-methods research approach incorporating quantitative regression analysis and qualitative insights, the study examines the influence of perceived service quality, content variety, pricing, and customer support on customer satisfaction, as well as the impact of satisfaction on customer loyalty and retention. Data was collected from 268 consumers in Delhi, India, using a structured questionnaire distributed via Google Forms. The regression analysis reveals that higher levels of perceived service quality significantly contribute to customer satisfaction, while factors such as renewal rates and engagement with the service over time strongly predict customer loyalty and retention. However, the effects of content variety and pricing on loyalty were found to be less pronounced. The study underscores the importance of ongoing customer engagement initiatives and suggests avenues for future research to explore the dynamic nature of customer relationships in the evolving subscription services landscape.