An exploration of the DStv brand attributes that contribute to customer loyalty

Abstract

COVID-19 and the increase in accessible online streaming services, such as Netflix, Prime Video HBO Max, Disney Plus and much more threatens the customer loyalty of pay per view television services such as DStv. In response to declining DStv Premium subscribers, the purpose of this qualitative study is to explore the phenomenon of customer loyalty by determining the brand attributes of DStv from the perspective of both existing DStv subscribers and customers who are no longer DStv subscribers. The purpose of this research is to explore the brand attributes of DStv that contribute towards customer loyalty. It was therefore important to gain an in-depth understanding of these brand attributes from both current DStv subscribers as well as previous DStv subscribers. The interviews consisted of questions relating to attributes that are most important to loyal customers. The study has provided insights into the various attributes of DStv that encourages brand loyalty. It has also identified a range of risk factors that impacts loyalty and causing customers to cancel their subscription.