Authors : Dr. G. Arun Kumar; Dr. Panduranga

Volume/Issue : Volume 9 - 2024, Issue 9 - September

Google Scholar : https://tinyurl.com/3th4u2z2

Scribd : https://tinyurl.com/458phf3x

DOI : https://doi.org/10.38124/ijisrt/IJISRT24SEP597

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Over the top platform has grown drastically over a period of time. The platform delivers online video and audio contents. In this regard it becomes important to study the customer satisfaction towards OTT platforms. The study has been conducted by taking in to consideration six dimensions namely content quality, user interface, personalization and recommendation, price and value, customer service and support, accessibility and convenience. Each dimension is having few parameters. The study is purely primary in nature, the data has been collected through structured questionnaire from 200 respondents using convenience sampling technique and has been analysed using SPSS software. Anova test has been used for data analysis. The research is confined to only Ballari city. The results obtained from the analysis shows that all the dimensions are having positive association towards customer satisfaction.

Keywords : OTT, Customer Satisfaction, Anova, Ballari city.

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