Identifying the Components Affecting Customer Dissatisfaction in Order to Design Competitive Strategies to be Studied: Requested Video Platforms (VOD) in Iran

Subject Areas : Strategic Management Researches

Nader  Jafari Haftkhani, ¹ (Assistant Professor, Department of Islamic Studies and Business Management, Imam Sadiq University Tehran, Iran)
Abbas  Rahimi ² (Master's Student, Department of Commerce, Imam Sadegh University, Tehran, Iran)

Received: 2022-04-18 Accepted : 2022-05-11 Published : 2022-05-22

Keywords: Consumer behavior, Customer Dissatisfaction, Two Factor Theory, Video on Demand (VOD), Online Data,

Abstract :

In discussing consumer behavior in marketing, and considering the importance of customer satisfaction in future buying behavior and customer loyalty for repurchase, the study of factors affecting customer satisfaction and dissatisfaction in businesses has become increasingly necessary. this research identifies the factors affecting customer dissatisfaction in the industry of requested video platforms (VODs) in Iran by accepting the framework of the two-factor (two-spectrum) theory of customer satisfaction. To achieve this goal, about 44,000 online data of customers of the two leaders of this market in Iran, namely Filimo and Nemava companies, were collected from three platforms: Bazaar Cafe, Twitter, and Instagram by crawling data method. And mapped the themes of this research were drawn. Findings show that four factors "content weaknesses", "software weaknesses", "high consumer costs", and "poor public relations and communication" are among the factors affecting customer dissatisfaction with Iranian VODs. As a result, it can be said that although improving the status of these factors by each platform will not necessarily lead to customer satisfaction, any effort by these companies to eliminate or reduce the causes of dissatisfaction or improve them can be effective in improving customer satisfaction and improving their competitive position.

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