How can streaming services use big data analytics for customer satisfaction?

Netflix is ​​one of the leading online video streaming industries and uses big data to collect and analyze information about customers and use this information to provide better customer satisfaction. Big data is one of Amazon's key tools when combined with artificial intelligence, this tool can be applied to make recommendations and make marketing decisions, so that customers can use the platform more effectively. This research paper reveals details that Netflix collects big data-related information from customers and uses all this information to provide better service for customers and customer satisfaction (Feng, Q., J. G. Shanthikumar. 2018).

 

Aims 

This research aims to understand how can streaming services like Netflix use big data analytics to drive customer satisfaction and loyalty. A case study is conducted on the organisation name Netflix to identify best practices for the sector. 

Objectives

1. ·         To understand how video streaming services collect big data from a customer?
2. ·         To understand how video streaming services analyze big data that is collected from the customer?
3. ·         To understand how video streaming services use bigh data for increasing customer satisfaction?
4. ·         To understand how video streaming services use bigh data for increasing customer loyalty?

 

Research question 

• ·         How do video streaming services collect bigh data from a customer?
• ·         How do video streaming services analyze big data that is collected from the customer?
• ·         How do video streaming services use big data for increasing customer satisfaction?
• ·         How do video streaming services use big data for increasing customer loyalty?

 Literature review 

According to Goel, S.,  et al.( 2010), Netflix is ​​an online movie platform and you can watch and play various box-office movies here. When a customer uses Netflix, then the Netflix platform collects various types of information from that customer, and when the customer is busy watching movies, Netflix processes customer information in the background. All of this information includes the type of movie the customer is watching, information about what time the customer is watching that movie, how much the customer is watching that movie, what part of the movie is being forwarded or what part is being watched, and even when the customer is pausing the movie. All of this information allows Netflix to understand the customer and inform it about the customer's preferences.  

According to Liu, Y., Z. J. Zhang. (2006), When customers use Netflix's platform, Netflix monitors customer reviews after watching various movies, and all customer-related information becomes their big data platform. Netflix then uses artificial intelligence to review this information and create customer profiles. This plan contains customer likes and dislikes and various customer-related preferences. By using this later, Netflix can offer customers a variety of movie recommendations. This allows the customer to watch recommendations as he likes to watch. This results in a satisfactory relationship with Netflix's customers and increases customer loyalty.  

Methodology 

Research Philosophy 

The philosophy adopted to carry out this research program is related to the research topic. Interpretivism research philosophy method has been adopted so that the research topic can be properly analyzed and the necessary results can be obtained from it and through this, all the research questions and objectives have been fulfilled (Chase, C. W. 2013). 

Research approach 

No type of hypothesis was used to carry out this research and the researcher did not research any preconceived notions. As a result, The Inductivities approach has been used to carry out this research and by using this method the research has been carried out properly. 

Research design 

The explanatory design was used to carry out this research project and all materials obtained from previous studies were reviewed. As a part of this activity, necessary information has been collected by reviewing various books, journals, resource research papers etc. 

Research data analysis method 

Secondary research methods have been used to carry out the necessary research activities and information has been collected from various types of secondary materials such as books, journals, research papers, and publications by using a thematic analysis process. Later, by analyzing all these data, the results were taken from it and the necessary discussion was carried out from these results  (Lee, J., B. Bagheri, 2014).