The Effect of OTT Sports Broadcasting Service Quality on Service Value, Customer Satisfaction and Reuse Intention

This study selected users who are currently using OTT sports broadcasting services to find out how the quality of OTT sports broadcasting services affects service value, customer satisfaction, and reuse intention. This study distributed an online questionnaire and collected a total of 310 copies using the Google survey program for a total of 25 days in July 2024. Of these, a total of 306 copies of data were used in the analysis of this study, excluding 4 copies that were unfaithfully answered. First, as a result of the study, reliability, responsiveness, and ease of use of sub-factors of OTT sports broadcasting service quality had a significant effect on service value, but informativity and interactivity had no significant effect. Second, among the sub-factors of OTT sports broadcasting service quality, informativity, interactivity, and ease of use were found to have a significant effect on customer satisfaction. On the other hand, reactivity was found to have no significant effect. Third, among the sub-factors of OTT sports broadcasting service quality, informativity, responsiveness, and ease of use were found to have a significant effect on the intention of reuse. On the other hand, reliability and interactivity were found to have no significant effect. Fourth, service value was found to have a significant effect on reuse intention. Fifth, customer satisfaction was found to have a significant effect on reuse intention. Based on these contents, the conclusion of this study confirmed that quality improvement provides more value to users, increases customer satisfaction, and ultimately contributes to increasing reuse intention. This suggests that it is important for OTT sports broadcasting service providers to continuously improve service quality.