A multi-criteria decision-making approach for prioritising factors influencing customer switching intention in OTT video platforms
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.
Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing;pp.453-478
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https://doi.org/10.4018/979-8-3693-9122-8.ch020 https://www.scopus.com/pages/publications/105002877770?origin=resultslist
Babu B.A., School of Business and Management, Christ University, Bengaluru, India; Elangovan N., School of Business and Management, Christ University, Bengaluru, India