Segmentación del mercado: lealtad, recompra y experiencia de marca en usuarios de Netflix
Barra lateral del artículo
Contenido principal del artículo
- Madeline Melchor Cardona+−
- Javier Andrés Mayorga Gordillo+−
- Manuela Berendet Peña+−
- Salomé Medina Ribera+−
Resumen
El mercado Over The Top (OTT) está en continuo crecimiento y presenta un alto dinamismo, con una mayor participación del contenido de video a través de las diferentes plataformas que compiten en el sector. Esto motiva a estudiar las demandas de los consumidores de este mercado. El objetivo del estudio es la segmentación del mercado de los consumidores-usuarios en el Valle del Cauca (Colombia) de una de las plataformas del sector: Netflix, sobre la base de su experiencia y lealtad de marca, así como la intención de recompra. La metodología tiene enfoque cuantitativo con análisis clúster para segmentar el mercado a partir de la medición de los constructos: lealtad de marca, intención de recompra y experiencia de marca. Los resultados muestran dos segmentos del mercado de Netflix: enamorados (alta lealtad) y atrapados (lealtad fingida), lo que permite concluir las estrategias de fortalecimiento y consolidación del relacionamiento con los usuarios con la marca, tendrán mejor desempeño, al incluir lo que precisan los dos segmentos identificados.
Palabras clave:
Descargas
Detalles del artículo
Citas
Adekunle, A. S. and Ejechi, O. J. (2018). Modelling repurchase intention among smartphones users in Nigeria. Journal of Modelling in Management, 13(4), 794-814. DOI: https://doi.org/10.1108/JM2-12-2017-0138
Álvarez Del Blanco, R. (2011). Marca multisensorial, espléndidamente lúcida. Revistas Harvard Deusto. https://www.harvard-deusto.com/marca-multisensorial-esplendidamente-lucida
Amoroso, S., Pattuglia, S. and Khan, I. (2021). Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix. Journal of Marketing Analytics, 9(1), 33-43. https://doi.org/10.1057/s41270-021-00103-0 DOI: https://doi.org/10.1057/s41270-021-00103-0
Assael, H. (1987). Consumer behavior and marketing action (3rd ed.). Boston, MA: Kent Publishing Company
Brakus, J., Schmitt, B. and Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.52 DOI: https://doi.org/10.1509/jmkg.73.3.52
Chen, C-H., Chen, I.-F., Tsaur, R.-C. and Chui, L.-Y. (2023). User behaviors analysis on OTT platform with an integration of technology acceptance model. Quality y Quantity, 57(6), 5673–5691. https://doi.org/10.1007/s11135-023-01623-w DOI: https://doi.org/10.1007/s11135-023-01623-w
Colmenares D, O. A. y Saavedra, J. L. T. (2007). Aproximación teórica de los modelos conceptuales de la calidad del servicio. Técnica administrativa, 6(32), 2. https://dialnet.unirioja.es/servlet/articulo?codigo=2934571&info=resumen&idioma=SPA
Delgado, M. E. B. (2004). Estado actual de la investigación sobre la lealtad a la marca: una revisión teórica. Dirección y organización, 30(30). https://doi.org/10.37610/dyo.v0i30.120 DOI: https://doi.org/10.37610/dyo.v0i30.120
Dextre-Mamani, R., Pérez-Arce, B., & Zubiria, M. L. L. (2022, September). Content Richness, Perceived Price, and Perceived Ease of Use in Relation to the Satisfaction Level and Brand Equity in Streaming Platforms. In International Conference on Advanced Research in Technologies, Information, Innovation and Sustainability (pp. 272-286). Springer Nature. https://doi.org/10.1007/978-3-031-20319-0_21 DOI: https://doi.org/10.1007/978-3-031-20319-0_21
Ebrahim, R., Ghoneim, A., Irani, Z. and Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience, Journal of Marketing Management, 32(13-14), 1230-1259. https://doi.org/10.1080/0267257X.2016.1150322 DOI: https://doi.org/10.1080/0267257X.2016.1150322
Faruqi, F., Larasati, M. E., Nursanita, N., and Anthonino, D. S. (2024). The Influence of Endorser Promotion and Brand Attachment on Repurchase Intention with Mediation Brand Commitment. Jurnal Orientasi Bisnis dan Entrepreneurship, 5(1), 61-74., https://doi.org/10.33476/jobs.v5i1.4187 DOI: https://doi.org/10.33476/jobs.v5i1.4187
Felicia, I. (2024). The effect of variety seeking, dissatisfaction, and service quality toward brand switching on netflix streaming service. Social Science Studies, 4(1), 052-052. DOI: https://doi.org/10.47153/sss41.7862024
González-Oñate, C., Jimenez-Marín G. y Sanz-Marcos, P. (2020). Consumo televisivo y nivel de interacción y participación social en redes sociales: Análisis de las audiencias millennials en la campaña electoral de España. El profesional de la Información, 29 (5).
https://doi.org/10.3145/epi.2020.sep.01 DOI: https://doi.org/10.3145/epi.2020.sep.01
Hsu, M.-H., Chang, C.-M., Chu, K.-K. and Lee, Y.-J. (2014). Determinants of repurchase intention in online group-buying: The perspectives of DeLone & McLean IS success model and trust. Computers in Human Behavior, 36, 234-245. https://doi.org/10.1016/j.chb.2014.03.065 DOI: https://doi.org/10.1016/j.chb.2014.03.065
Johan, S. I., Indriyani, R. and Vincēviča-Gaile. Z. (2020). Measuring repurchase intention on fashion online shopping. SHS Web of Conferences 76, 01015. https://repository.petra.ac.id/id/eprint/18711 DOI: https://doi.org/10.1051/shsconf/20207601015
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1. https://doi.org/10.2307/1252054 DOI: https://doi.org/10.2307/1252054
Le, D., Scott, N. and Lohmann, G. (2019). Applying experiential marketing in selling tourism dreams. Journal of Travel & Tourism Marketing, 36(2), 220-235. https://doi.org/10.1080/10548408.2018.1526158 DOI: https://doi.org/10.1080/10548408.2018.1526158
Li, Y., Basha, N. and Lin, O. (2024). What makes viewers loyal toward streamers? A relationship building perspective and the gender difference. Asia Pacific Journal of Marketing and Logistics, 36 (10), 2324-2353. https://doi.org/10.1108/APJML-10-2023-1015 DOI: https://doi.org/10.1108/APJML-10-2023-1015
Lindstrom, M. (2006). Brand sense: How to build powerful brands through touch, taste, smell, sight and sound. Strategic Direction, 22(2). https://doi.org/10.1108/sd.2006.05622bae.001 DOI: https://doi.org/10.1108/sd.2006.05622bae.001
Nagaraj, S., Singh, S. and Yasa, V. R. (2021). Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India. Technology in Society, 65(101534), 101534. https://doi.org/10.1016/j.techsoc.2021.101534 DOI: https://doi.org/10.1016/j.techsoc.2021.101534
Odin, Y., Odin, N. and Valette-Florence, P. (2001). Conceptual and operational aspects of brand loyalty: an empirical investigation. Journal of Business Research, 53(2), 75-84. https://doi.org/10.1016/s0148-2963(99)00076-4 DOI: https://doi.org/10.1016/S0148-2963(99)00076-4
Ong, A. K. S.; Josie N., Urbiztondo A., German J. and Espeño P. (2024). Evaluation of consumer usage behavior for interactive entertainment: a Netflix case study. Entertainment Computing, 49, 100627. https://doi.org/10.1016/j.entcom.2023.100627 DOI: https://doi.org/10.1016/j.entcom.2023.100627
Pine, B. J. and Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review. https://hbr.org/1998/07/welcome-to-the-experience-economy
Rodríguez Ortega, V. (2023). ‘We Pay to Buy Ourselves’: Netflix, Spectators & Streaming. Journal of Communication Inquiry, 47(2), 126-144. DOI: https://doi.org/10.1177/01968599211072446
Ruangkanjanases, A., Payakka, S. and Kim, D. M. (2021). Determinants of users’ intention to purchase legal video streaming services: a comparative study between Thai and American consumers. International journal of electronic commerce studies, 12(2), 177. https://doi.org/10.7903/ijecs.1895 DOI: https://doi.org/10.7903/ijecs.1895
Schiffman, L. G. y Kanuk, L. L. (2009). Comportamiento del consumidor. Prentice Hall.
Shin, J., Park, Y. y Lee, D. (2016). Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior. Technological Forecasting and Social Change, 112, 329–337. https://doi.org/10.1016/j.techfore.2016.08.004 DOI: https://doi.org/10.1016/j.techfore.2016.08.004
Stoll, J. (2023, July 20). Netflix: number of subscribers worldwide 2023 from 1st quarter 2013 to 2nd quarter 2023. Statista. https://www.statista.com/statistics/250934/quarterly-number-of-netflixstreaming-subscribers-worldwide/
Tsai, L. Y. C. y Cai, M.-H. (2023). Exploring consumers’ intention to use ott video streaming platforms. The International Association of Organizational Innovation, 15 (4). 2023-1296. https://www.ijoi-online.org/index.php/current-issue/436-exploring-consumers-intention-to-use-ott-video-streaming-platforms
Tsaur, S.-H., Chiu, Y.-T. y Wang, C.-H. (2007). The visitor’s behavioral consequences of experiential marketing: An empirical study on Taipei zoo. Journal of Travel & Tourism Marketing, 21(1), 47-64. https://doi.org/10.1300/j073v21n01_04 DOI: https://doi.org/10.1300/J073v21n01_04
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M. and Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41. https://doi.org/10.1016/j.jretai.2008.11.001 DOI: https://doi.org/10.1016/j.jretai.2008.11.001
Wadhwani, P. (2021). Over the Top (OTT) market size, industry analysis report, regional outlook, application development potential, price trend, competitive market share & forecast, 2022 – 2028. Global Market Insights Inc.
Waddell, T. F. and Sundar, S. S. (2017). #thisshowsucks! The overpowering influence of negative social media comments on television viewer. Journal of broadcasting & electronic media, 61(2), 393-409. https://doi.org/10.1080/08838151.2017.1309414 DOI: https://doi.org/10.1080/08838151.2017.1309414
Xiya, H. (2024). A study on the impact of brand reputation on impulsive consumer consumption in the context of live streaming: a moderated mediation model. The EURASEANs: Journal on Global Socio-Economic Dynamics, 3(46), 72-79. https://doi.org/10.35678/2539-5645.3(46).2024.72-79 DOI: https://doi.org/10.35678/2539-5645.3(46).2024.72-79
Xu, Y., Hasan N. and Jalis, F. (2023). A Study of Female Consumers' Intention to Repurchase in E-commerce Live Streaming. International Journal of Academic Research in Business & Social Sciences, 645-665. https://doi.org/10.6007/IJARBSS/v13-i11/19319 DOI: https://doi.org/10.6007/IJARBSS/v13-i11/19319
Yasri, Y., Susanto, P., Hoque, M. E. and Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate? Heliyon, 6(11), e05532. https://doi.org/10.1016/j.heliyon.2020.e05532 DOI: https://doi.org/10.1016/j.heliyon.2020.e05532