Factor influencing customer satisfaction during crisis : a case of Netflix in Croatia

Abstract

This study explores the possibility of surviving and perhaps thriving during these trying times, referring to the economic and social crisis caused by the pandemic. The purpose of the research is to investigate the relationship between price sensitivity, increased promotion, understanding of customer values, brand awareness, and customer behaviour during the crisis and the effect of these independent variables on customer satisfaction. The thesis focuses on the company Netflix Inc. (Netflix). The case study focuses on Split (Split- Dalmatia County) inhabitants and respondents who work and study in this city. Variables were measured using descriptive statistics, multicollinearity test, Pearson correlation, multiple linear regression, and one-way ANOVA analysis in SPSS. The findings indicate that understanding customer values represents a crucial element of a digital marketing strategy for companies. Therefore, understanding different values instigated by the severity of a crisis eventually leads to achieving customer satisfaction during the recession. The general objective of the study is achieved.