CUSTOMER EXPERIENCE AND LOYALTY IN SUBSCRIPTION BASED SERVICES Eg Netflix,Spotify

Author: Mrs. W.Angelin Felcia and Roshan Asraff R

Published On: 2026-04-28

DOI: https://doi.org/10.70127/irjedt.vol.9.issue04.3083

This study examines the relationship between customer experience and customer loyalty in subscription-based digital services. Platforms like Netflix and Spotify have transformed content consumption. They offer unlimited access through affordable subscription plans. Increasing competition makes customer retention more difficult. Thus, customer experience becomes a key success factor. It includes ease of use, personalization, and service reliability. Content variety and platform performance also play vital roles. User-friendly interfaces and AI recommendations enhance satisfaction. Smooth and uninterrupted streaming improves user experience. Satisfied customers are more likely to continue subscriptions. Customer loyalty is seen in long-term usage and low churn. Loyal users also promote services through word-of-mouth. Netflix builds loyalty with exclusive original content. Spotify engages users through personalized playlists and features. Overall, better experience leads to higher satisfaction and stronger loyalty.