The main objective of this research is to measure the relation between different dimensions, or constructs of service quality with customer satisfaction and brand loyalty; thereby identifying the most important factors of service quality that affect customer satisfaction and brand loyalty, in the context of subscription video on demand (SVOD) services in the Swedish market. This study utilised a mixed methods approach divided into two stages, whereof the first involved multiple focus groups for collecting qualitative data. The second stage consisted of quantitative data collection through online questionnaires from 122 valid respondents, ranging from the age of 18 to 29 by a non- probability sampling method. SPSS was used to analyse the data with three statistical analysis methods: bivariate correlations, for establishing evidence of construct validity; a reliability analysis to test Cronbach alpha for internal consistency; and multiple regression analysis to examine the relationship between independent and dependent variables. The research findings indicate that there is a positive, significant relationship between customer satisfaction and certain constructs of service quality. Also, findings indicate that the statistical relationship between the constructs of service quality and brand loyalty are partially mediated by customer satisfaction. As a result, companies operating in the Swedish SVOD-industry need to focus on improving the significant factors of service quality, as they may increase customer satisfaction of 18 to 29-year-old customers, and further create long-term relationships as a way of gaining competitive advantage.

E-loyalty is an important aspect for practitioners to understand as it determines a digital company’s success. The Subscription Video on Demand (SVOD) industry is rapidly growing and becoming more competitive, which emphasizes the need to understand the key determinants of e-loyalty towards them. A quantitative study was thereby performed to investigate these. Data was collected from a survey examining e-satisfaction, e-trust, website/application quality, switching barriers, and customization, with the purpose of testing whether these can be considered key determinants in the SVOD context. The results include a regression model explaining 51.89% of the variance in e-loyalty, and show that e-trust and e-satisfaction had the largest impact on e-loyalty. These can thereby be considered key determinants of e-loyalty towards SVOD services in this study, which is in line with previous findings. Although, the results indicate that established theories might not be fully applicable, since switching barriers and website/application quality had negative impacts on e-loyalty. / E-lojalitet är en viktig aspekt för marknadsförare att ha förståelse för, då detta påverkar digitala företags framgång. De streamingtjänster som är prenumerationsbaserade och tillhandahåller videoinnehåll, som kallas SVOD, växer snabbt och marknaden blir alltmer konkurrenspräglad. Detta betonar behovet av att förstå de avgörande faktorerna när det kommer till e-lojalitet gentemot dem, vilket denna studie ämnar undersöka. Med en kvantitativ metod och enkätundersökning samlades data in, där fokus var på faktorerna e-kundnöjdhet, e-tillit, webbside/appkvalitet, byteshinder och kundanpassning för att se om dessa är avgörande i e-lojalitet i SVOD-kontexten. Resultaten inkluderar en regressionsmodell som beskriver 51.89% av variansen i e-lojalitet, samt visar att e-tillit och e-kundnöjdhet har störst påverkan på e-lojalitet. De ses därför som de avgörande faktorerna i denna studie vilket är i linje med tidigare studier. Dock visar resultaten att etablerade e-lojalitetsteorier inte verkar vara fullt applicerbara på SVOD-kontexten, eftersom byteshinder och webbside/appkvalitet påverkade e-lojalitet negativt i denna studie.

Background: With great developments within technology and internet provision, subscription video on demand (SVoD) has made a remarkable entrance with a competitiveness which has resulted in a shift in the television industry (Noh, 2020). The user pays a monthly fee and gets access to a platform which offers a library of content. The escalated competition among SVoD services (Pennington, 2020) has resulted in businesses to re-evaluate how users and potential users' perceived value of the service and the resulting effects may have on their business. Problem Discussion: Perceived value is seen to be the most critical determinant of willingness-to-pay and whether an individual makes the decision to purchase (Chang, Wang & Yang, 2009; Ulaga & Chacour, 2001). Empirical studies that focus on the role of perceived values in the purchase decision in a digital context have been conducted in various fields, such as, freemium services (Hamari, Hanner & Koivisto, 2020) and music streaming (Guerra & Fernandes, 2019) or mixing various streaming apps together (Oyedele & Simpson, 2018). While previous research has studied perceived values’ role in the decision-making process in streaming segments, almost none of them has explored its role specifically in SVoD services. Furthermore, no previous studies have explored the temporal dimension of value, which has shown to be of great importance in technology-based self-services (Heinonen, 2004).   Purpose: This study explores the elements that mostly influence users’ perceived values when making the decision to subscribe to a SVoD service. The purpose is to investigate the market of subscription video on demand services and better understand what users perceive as valuable, as well as how and why these influence their purchasing decision. Building on this understanding, we develop a framework that illuminates the user's decision-making process when subscribing to a SVoD service.  Method: An inductive qualitative case study methodology was adopted, building on semi-structured in-depth interviews with ten SVoD service users. The interviewed users were between the ages of 25-32.  Conclusion: The researchers concluded that users of SVoD services emphasize four perceived values when subscribing, these are: emotional, social, convenience and epistemic. These values were thereafter categorized into perceived immediate and future values of subscription. When an individual is in the process of subscribing, the person weighs the temporal dimensions of perceived immediate and future values towards the price of subscription, which equates in the perceived value. The user will select the service which offers the highest perceived value.

Detta är en fenomenologisk studie som utgår från ett fall och undersöker hur plattformsskiftet påverkat produktioner riktade till barn. Fallet som undersöks är Sveriges Television (SVT) och vilka anpassningar de har gjort i Barnkanalens produktioner för att behålla sin publik. Studien undersöker hur SVT arbetat för att inte förlora publiken till det ökade antal konkurrenter och vilka utmaningar detta inneburit. De metoder som har använts för att samla in relevant data är kvalitativa intervjuer med fyra olika nyckelpersoner på SVT som arbetar med barnproduktioner samt visuella innehållsanalyser på tre av deras mest framgångsrika och populära produktioner. Syftet med studien är att öka insikterna i vilka anpassningar Barnkanalen gjort, och gör 2019, gällande deras egna produktioner för att kunna tillgodose målgruppens behov i takt med den tekniska utvecklingen av TV-distribution och målgruppens förändrade konsumtionsmönster. Det material som använts för att bygga en teoretisk grund är tidigare forskning inom bland annat medievanor och konsumtionsbeteende samt statistik framtagen av oberoende källor. Resultatet av denna studie tyder på att SVT arbetar proaktivt för den förändring som sker och har genomfört anpassningar för att behålla sin konkurrenskraft på marknaden, något som också gett positiva resultat i form av höga tittarsiffror online. / This is a phenomenological study that emanates from a case to investigate how platform shifts have affected children's television production. The case that is studied is Sveriges Television (SVT) and what adaptations they have made to their own children's productions in order to maintain their audience. The study investigates how SVT has been working to retain their audience from the increasing number of competitors and the challenges they face doing so. The methods that have been used to collect pertinent data are qualitative interview with four key people at SVT, who work with children's productions, and visual content analysis of their three most popular and successful productions. The purpose of the study is to give insight into Barnkanalen's adaptations, both past and ongoing, regarding their own productions in order to satisfy the target group's needs; as the technical evolution of TV-distribution and ever-changing consumer behaviour. The data that has been used to build a theoretical foundation is prior research within habits of media and consumption behaviour. As well as statistics produced by independent sources. The results of this study shows that SBT is working proactively for the change taking place and has adapted to maintain their competitiveness on the market, something that has also been paying off in form of high viewing rates online.