Engagement in rhythm: decoding the drivers of customer loyalty in Spotify's music platform

This study investigates the influence of customer engagement initiatives - specifically recommender system evaluation, technological innovation, user-generated content, and product quality - on customer satisfaction and its subsequent effect on loyalty within Spotify's music streaming platform. Employing a quantitative approach, data were collected via an online survey and analysed to evaluate these dynamics. A quantitative method, PLS-SEM with random sampling technique, was applied in this study with 150 participants, all active Spotify users, to ensure relevance to the platform's listener base. The findings reveal that recommender system evaluation, new technological system innovation, and user-generated content positively influence customer satisfaction, while product quality exhibits a negative association with satisfaction levels. Furthermore, the analysis demonstrates that heightened customer satisfaction significantly enhances customer loyalty. These insights underscore the critical role of strategic engagement mechanisms in fostering enduring user relationships on digital music streaming platforms.