Subscription and Customer Loyalty A Study of Netflix Before and After Covid-19 Pandemic

Kehxheni A/P Paramasivan, Julia Khor Kher Ying, Iffah Nur Syazana Binti Zainal Abidin, Jin Wenji, Akansh KG


Since    the    outbreak    of    the    Covid-19

pandemic and the implementation of Movement Control Order (MCO) started in Malaysia, consumers couldn’t watch movies in theatres and couldn’t travel anywhere. In order to position itself as a must-have service in the highly competitive streaming industry, Netflix has made considerable investments in original episodes, series, and features. Hence, consumers have subscribed to Netflix, and it has induced a significant increase in its number of subscribers due to the situation. However, as people who have been locked up at home are able to get out and do other things again, Netflix's pandemic-fuelled subscription growth is decreasing significantly faster than expected. Malaysia has entered the endemic phase, with prohibitions on going to the movies being eased and removed. As a result, our team wants to investigate the consumer behaviour of their commitment towards Netflix. We also want to see if the quality of service, pricing, promotion, and convenience affect customers' loyalty to Netflix. We aim to collect 150 Netflix subscribers’ responses and opinions for the research through an online survey. The study will give Netflix a better knowledge of consumer behaviour and recommendations for improving customer retention, especially during the endemic time in Malaysia, when public demand is more elastic toward Netflix's service.

Full Text:



Shaddy, F., & Lee, L. (2020). Price Promotions Cause Impatience. Journal of Marketing Research, 57(1), 118–133.

Neha, S., & Manoj, V. (2013). Impact of Sales Promotion Tools on Consumer ’ s Purchase Decision towards White Good ( Refrigerator ) at Durg and Bhilai Region of CG , India. Research Journal of Management Sciences, 2(7), 10–14.

Pi, W., & Huang, H. (2011). Effects of promotion on relationship quality and customer loyalty in the airline industry: The relationship marketing approach. African Journal of Business Management, 5(11), 4403–4414.

Gilaninia, S., Taleghani, M., & Azizi, N. (2013). Marketing Mix And Consumer Behavior. Kuwait Chapter of Arabian Journal of Business and Management Review, 2(12), 53–58.

Parasuraman, A., Zeithaml, V. A. and Berry, L. L. 1985. A conceptual model of service quality and the implications for future research. Journal of Marketing. 49: 41-50.

Adat, N., Noel, D. T., & (Darry), S. P. (2014). Customers’ Expectations and Perceptions of Service Quality: The Case of a Retail Pharmacy Chain in South Africa. Mediterranean Journal of Social Sciences.

Aydinli, A., Bertini, M., & Lambrecht, A. (2014). Price Promotion for Emotional Impact.

Journal of Marketing, 78(4), 80–96.

Heilman, C. M., Nakamoto, K., & Rao, A. G. (2002). Pleasant Surprises: Consumer Response to Unexpected In-Store Coupons. Journal of Marketing Research, 39(2), 242–252.

Lee, L., & Tsai, C. I. (2014). How Price Promotions Influence Postpurchase Consumption Experience over Time. Journal of Consumer Research, 40(5), 943–959.

Naylor, R. W., Raghunathan, R., & Ramanathan, S. (2006). Promotions Spontaneously Induce a Positive Evaluative Response. Journal of Consumer Psychology, 16(3), 295–305.

Voigt, K.I., Buliga, O., Michl, K. (2017), Entertainment on Demand: The Case of Netlix.

In Business Model Pioneers.Cham: Springer. p127-141.

Wayne, M.L. (2018), Netlix, Amazon, and branded television content in subscription video on-demand portals. Media, Culture and Society, 40(5), 725-741.

Adhikari, V.K., Guo, Y., Hao, F., Hilt, V., Zhang, Z.L., Varvello, M., Steiner, M. (2014), Measurement study of Netlix, Hulu, and a tale of three CDNs. IEEE/ACM Transactions on Networking, 23(6), 1984-1997.

Netflix Homepage, announce-a-long-termpartnership, November 21, 2019.

M. L. Wayne, “Netflix, Amazon, and Branded Television Content in Subscription Video On-Demand Portals,” Media Culture & Society, 40(5), October 2017. DOI: 10.1177/0163443717736118.

B. Adgate, “A Challenge for Video Streamers Will Be Keeping Subscribers,” Forbes, streamers-will-be-keepingsubscribers/?sh=3a7a3177202b, Jan. 15, 2021.



  • There are currently no refbacks.

Copyright (c) 2023 Kehxheni A/P Paramasivan, Julia Khor Kher Ying, Iffah Nur Syazana Binti Zainal Abidin, Jin Wenji, Akansh KG

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by:

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
 +62 341 366222

Supported by: Association of International Business & Professional Management

If you are interested to get the journal subscription you can contact us at

ISSN 2655-2035 (Online)

DOI: Prefix 10.32535 by CrossREF

Asia Pacific Journal of Management and Education (APJME) INDEXED:


In Process

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.