The implementation of SERVQUAL in measuring user satisfaction and its impact on the intent to continue using VOD applications in the future

This research explores how SERVQUAL is used to assess user satisfaction and its influence on the likelihood of continued use of video-on-demand (VOD) applications. The findings indicate that improving service quality dimensions could boost user satisfaction and retention in VOD applications. This offers valuable insights for service providers to develop strategies, drawing on the research of Bhattacherjee [1], Chotigo and Kadono [2], Zhao et al. [3], and Shah et al. [4] while utilizing seven indicators from Kurniawan et al. [5]. The continuity intention variable is based on earlier studies conducted by Shah et al. [4], Bhattacherjee [1], and Cheng et al. [6], incorporating seven items from Kurniawan et al. [5]. The data analysis employs a statistical method known as Partial Least Squares (PLS), an efficient multivariate methodology capable of managing many responses and explanatory variables without necessarily making any assumptions. While responsiveness and empathy have many influences, reliability and assurance have a major impact on satisfaction and the intention to continue. Improved service quality can enhance consumer satisfaction and retention in video-on-demand (VOD) product innovation. This provides service companies with valuable knowledge for user engagement and loyalty strategies.