International Journal of Scientific Research and Engineering Development-– Volume 7 Issue 6, Nov- Dec 2024
Available at www.ijsred.com
RESEARCH ARTICLE OPEN ACCESS
Customer Satisfaction Towards The Netflix App with Special Reference to
Coimbatore City
1M.Vigneshwaran, 2R.Britamolen
1
Post Graduate student in Commerce, VLB Janakiammal college of Arts and Science (Autonomous), Coimbatore, Tamil Nadu, India,
vvz509960@gmail.com
2
Assistant professor, Department of Commerce, VLB Janakiammal college of Arts and Science (Autonomous), Coimbatore, Tamil Nadu, India,
molenkool5@gmail.com
ABSTRACT
This study explores customer satisfaction regarding the Netflix app among users in Coimbatore city.
With the rapid growth of streaming services, understanding user preferences and experiences is crucial for
maintaining competitive advantage. Through a survey of diverse demographic groups, the research examines
key factors influencing satisfaction, including content variety, user interface, streaming quality, and customer
support. Findings indicate that while the vast library of content significantly enhances user satisfaction, issues
related to pricing and regional content availability persist. The study provides insights for Netflix to tailor its
offerings to better meet the needs of Coimbatore users, ultimately aiming to improve overall customer
experience and loyalty.
Keywords: Netflix App, Customer Satisfaction, Streaming, Media.
INTRODUCTION To identify the key factors that influence
Customer satisfaction plays a crucial role in the customer satisfaction, such as pricing,
success of any digital service, and streaming content relevance, and customer support.
platforms like Netflix are no exception. In
Coimbatore, a city known for its vibrant culture To explore usage patterns, including
and growing tech-savvy population, understanding viewing habits and preferences, and how
user satisfaction with the Netflix app is essential they relate to satisfaction levels.
for both the platform's continued growth and the To evaluate the overall user experience of
enhancement of user experience. This study aims Netflix among customers in Coimbatore,
to explore various factors influencing customer including ease of navigation, content
satisfaction among Netflix users in Coimbatore, variety, and streaming quality.
including content variety, user interface, pricing,
and customer support. By examining these STATEMENT OF THE PROBLEM
elements, we can gain insights into user In recent years, Netflix has emerged as a
preferences and expectations, ultimately dominant player in the streaming service
contributing to Netflix’s strategies for industry, significantly impacting consumer
improvement in this dynamic market. viewing habits. However, despite its popularity,
customer satisfaction can vary based on
OBJECTIVE OF THE STUDY geographic and demographic factors. This
To analyze customer satisfaction varies study focuses on understanding customer
across different demographic groups satisfaction with the Netflix app specifically in
within Coimbatore. Coimbatore city.
ISSN : 2581-7175 ©IJSRED:All Rights are Reserved Page 1
International Journal of Scientific Research and Engineering Development-– Volume 7 Issue 6, Nov- Dec 2024
Available at www.ijsred.com
SCOPE OF THE STUDY TOOLS USED FOR ANALYSIS: Data are
The study focused on the in-depth issues analyzed using tools such as simple
regarding the nature and satisfaction level percentages and chi-square tests.
of services provided by NETFLIX. CHI-SQUARE ANALYSIS
Secondly, it assesses the quality and Formula: χ²= Σ (O-E)²/E
effectiveness of the streaming platforms to Degree of Freedom: (r-1)*(c-1).
ensure that they provide high-quality
content and meet the needs of subscribers. REVIEW OF LITERATURE
Development of strategies for Netflix to • With the article “The Netflix Effect and
enhance user satisfaction based on the study defining Bings-Watching, (Davis, 2016)
findings. through her study over beings watching due
to the impact of Netflix over their subscribers
LIMITATIONS OF THE STUDY proves that Netflix generates the addictive
The findings of the study were based on the qualities of Bings watching where an
assumption that the respondents gave their individual watches two to six episodes of a
true and unbiased information. new series in one sitting out of a curiosity to
The respondents were restricted to the understand what happens in the next episode
Netflix customer. .
The sample size was 70 respondents. • In a research article (The Netflix: Impact of
The duration of the study was finished in a the streaming model on television story
limited period of time. telling Emphasizes on explain that the shift in
entertainment technology has promoted the
RESEARCH METHODOLOGY change in the structure of media market due
Research methodology is defined as tools or to the modification in the way of people
instruments used to accomplish the goals and viewing and scripting the series).In the media
attributes of study. streaming service providing Apps the
disruption is more in comparison to the
METHODS OF DATA COLLECTION traditional media platforms. Netflix
The data was collected for the study is intentionally is not aiming to replace the
PRIMARY DATA: The primary data are television in entertainment Industry but is
those that are collected as fresh for the creating the disruption for the traditional
primary time. The primary data for this study entertainment platforms.
is collected using Structured Questionnaire. • The article “with an animated series, Netflix
SECONDARY DATA: Secondary data is aims for kids by(Bachman,2013) it was
collected from journals, magazines, books, reported that Netflix has been partnering with
newspapers, and the internet. the Walt Disney for launching the animated
AREA OF STUDY: The study was series of movies and shows for increasing
their customer base by attracting kids to
conducted in Coimbatore.
watch the Netflix programs and distinguish
SAMPLE SIZE: The sample size is 70. themselves from Amazon prime and other
media based subscription services providers.
ISSN : 2581-7175 ©IJSRED:All Rights are Reserved Page 2
International Journal of Scientific Research and Engineering Development-– Volume 7 Issue 6, Nov- Dec 2024
Available at www.ijsred.com
S. No of
the respondents in the age group (18-25) years.
Demographic Percentage Majority of them are using smartphones. Majority
NO Respondents
18 – 25 31 44.9% of the respondents were subscribed standard plan.
25 – 35 21 30.4%
Age in
1. 35 – 45 11 15.9% TABLE 2: CHI-SQUARE ANALYSIS
years
Above 45 6 8.7% Very Not Very
Satisf
Male 34 48.6% Factor Satisfie Satisf Dissatisf T
2. Gender ied
Female 36 51.4% s d ied ied
Smartpho 23 32.9% Male 10 10 9 4 33
ne Female 9 14 10 4 37
3. Device Tablet 18 25.7% T 19 24 19 8 70
used SmartTV 18 25.7% HYPOTHESIS:
Laptop/Pc 11 15.7% H0 = There is no significant relationship between
Basic 25 36.2% Gender and Level of Satisfaction.
4. Subscrip Standard 26 37.7% H1 = There is significant relationship between
tion paid Premium 18 26.1% Gender and Level of Satisfaction.
TABLE 3:
ABOUT NETFLIX Degree
Calcul Accepted
of Table
Netflix is a leading subscription-based streaming Variable ated /
Freedo Value
service that offers a vast library of movies, TV m
Value Rejected
shows, documentaries, and original content. It Gender
allows users to watch content on various devices, &level of
including smart phones, tablets, smart TVs, and H0
satisfacti 3 0.525 7.815
computers. Accepted
on
Source: Primary source
Significance level: 0.05
RESULT:
The calculated chi – square value is (0.525)
is lesser than (7.815) table value. Hence, the
hypothesis is Accepted. Therefore, there is no
significant relationship between Gender and level
of Satisfaction.
FINDINGS
1. The majority 51.4% of the respondents are
female.
ANALYSIS AND INTERPRETATION 2. The majority 44.9% of the respondents ages
PERCENTAGE ANALYSIS fall between 18 and 25 years.
3. The majority 32.9% of the respondents are
using smart phone.
TABLE 1: Showing Demographic Profile of the
4. The majority 37.7% of the respondents
Respondent subscribes in standard plan.
INTERPRETATION 5. The majority 37.1% of respondents find it
Table1 clearly state the demographic of the easy to navigate Netflix app.
respondents. Most of them are Female. Majority of
ISSN : 2581-7175 ©IJSRED:All Rights are Reserved Page 3
International Journal of Scientific Research and Engineering Development-– Volume 7 Issue 6, Nov- Dec 2024
Available at www.ijsred.com
6. The majority 42.9% of the respondents can significantly improve the overall experience
perceptions through digital visual were and satisfaction of customer’s using Netflix app.
very good.
7. The majority 34.3% of respondents said that CONCLUSION
quality of the content is satisfied. In conclusion, enhancing customer
8. The majority 36.2% of respondents are satisfaction for the Netflix app in Coimbatore
usually satisfied with the quality and requires a multifaceted approach that prioritizes
performance of the app. local preferences and community engagement. By
9. The majority 37.7% of respondents are offering a rich library of Tamil content,
usually entertained to use the app regularly. implementing targeted promotions, and ensuring a
10. The majority 40% of the respondents said user-friendly interface in regional languages,
that the customer support is very effective Netflix can significantly improve its appeal to the
when they encounter issues. local audience. Additionally, collaborating with
11. The majority 32.9% of the respondents like internet service providers to enhance streaming
the user experience of the app. quality, hosting community events, and providing
12. The majority 31.4% of the respondents dedicated customer support in Tamil will create a
suggest the inclusion of better user interface more personalized and enjoyable user experience.
for app improvement. These initiatives not only foster loyalty but also
13. The majority 37.1% of the respondents are strengthen Netflix's position as a preferred
very satisfied with the community features. entertainment platform in Coimbatore.
14. The majority 42.9% of the respondents rates
the app performance as good. REFERENCES
15. The majority 38.6% of the respondents are
very likely to continue using the app in the A Study on Consumer Satisfaction towards
future. OTT Platforms: This study uses Chi-
Square analysis to evaluate a cross
SUGGESTION tabulation.
To enhance customer satisfaction for the
Netflix app in Coimbatore, it is crucial to focus on This study analyzes customer satisfaction
localized content, such as Tamil films and series, with OTT platforms in Coimbatore. It aims
which resonate with the regional audience. to understand which OTT platforms are
Offering city-specific promotions and discounts, most popular, and what factors influence
particularly for students, can attract more people to prefer them.
subscribers. Additionally, improving the app's
interface to support local languages will make Check app stores and review sites for user
navigation easier for users. Collaborating with feedback specific to the Netflix app in
local internet service providers to enhance Coimbatore.
streaming quality and reduce buffering will further
improve the viewing experience. Engaging with https://en.wikipedia.org/wiki/Netflix
the community through local events and
screenings can foster a sense of belonging and https://www.vault.com/company-
allow for direct feedback. Lastly, establishing profiles/media-entertainment/netflix
dedicated customer support channels in Tamil will
ensure users receive timely assistance, ultimately
leading to a more satisfying experience on the
platform. Finally, implementing these strategies
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