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.