Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Babu, Bincy Ann; Elangovan, N. Title A name given to the resource A multi-criteria decision-making approach for prioritising factors influencing customer switching intention in OTT video platforms Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing;pp.453-478 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-9122-8.ch020" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-9122-8.ch020</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105002877770?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105002877770?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Babu B.A., School of Business and Management, Christ University, Bengaluru, India; Elangovan N., School of Business and Management, Christ University, Bengaluru, India Description An account of the resource The rapid expansion of Over-the-Top (OTT) video platforms has transformed the media industry by providing diverse content and reshaping consumer preferences. This study explores factors influencing customer switching intentions using Multi-Criteria Decision-Making (MCDM) techniques like AHP, fuzzy AHP, and ANP. The findings of this study highlight that content variety and richness are the most critical determinants, followed by customer experience, with factors like the attractiveness of alternatives, switching costs and service quality having secondary importance in influencing customer switching intention. Content diversity, quality, and exclusivity drive retention, while intuitive and user-friendly interfaces enhance satisfaction. The study also emphasizes the influence of competing platforms. While brand familiarity and social influence play minor roles, prioritising rich content and seamless customer experience emerges as the key to loyalty. The integrated MCDM approach empowers OTT providers to improve customer retention in a competitive market. 2025, IGI Global Scientific Publishing. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-836939124-2; 979-836939122-8; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online