The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms

This study explores the intricate relationships between perceived value, customer satisfaction, trust, and loyalty in the context of the dynamic online entertainment platform industry. As the entertainment landscape has evolved from traditional formats to digital and interactive experiences, businesses face intense competition and the need to innovate to attract and retain users. This study introduces a comprehensive research model that defines perceived value in three dimensions: utilitarian, hedonic, and social. It also investigates the roles of customer satisfaction and trust as mediators in the connection between perceived value and loyalty. A survey of entertainment platform users reveals that enhancing utilitarian and hedonic values can increase customer satisfaction and that all three perceived value dimensions positively influence trust. Customer satisfaction partially mediates the relationship between utilitarian value and loyalty and fully mediates the relationship between hedonic value and loyalty; however, trust does not act as a mediator in this context. The theoretical implications enhance our understanding of these relationships while the managerial implications provide actionable insights for businesses seeking to refine their customer-focused approaches in the competitive online entertainment landscape.