Title: Role of customer retention equity in consumption enhancement of VoD services: a PLS-SEM approach

Authors: Rahul Sharma; Amit Kakkar

Addresses: Mittal School of Business, Lovely Professional University, India ' Mittal School of Business, Lovely Professional University, India

Abstract: Technological advancements in the telecommunication industry have brought drastic changes in the viewers' viewing habits. With the exponential growth in data consumption, the VoD industry has also grown as the viewers use data to watch the content. With the growth in the industry, many companies have entered the fray, and hence, the competition between them has intensified, not only to acquire more customers but to retain the existing customers. The viewers are content hungry, and hence, they showcase a hopping behaviour. The present study is conceptualised to study the effect of retention equity on consumption enhancement of VoD services. The antecedents of retention equity and their effect on retention equity are also studied. The data is collected from 210 respondents and PLS-SEM is used to analyse the data. The effect of retention equity on consumption enhancement of VoD services is established. The present research work will help the companies to devise strategies that will lead to consumption enhancement of VoD services as they will build retention equity for the viewers.

Keywords: consumption enhancement; retention equity; knowledge building; engagement; PLS-SEM.

DOI: 10.1504/IJSSOC.2024.142721

International Journal of Sustainable Society, 2024 Vol.16 No.4, pp.277 - 292

Accepted: 26 Oct 2022
Published online: 19 Nov 2024 *

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