A guideline for building brand loyalty of subscription video on-demand services for Gen-Z in Thailand

This study investigates the development of effective Customer Relationship Management (CRM) strategies and gamification elements to enhance brand loyalty among Gen Z consumers in Thailand's Subscription Video-on-Demand (SVoD) market. The research addresses the growing importance of SVoD platforms, such as Netflix, Disney+, and Prime Video, in reshaping media consumption patterns. It also identifies the challenges posed by high churn rates and subscription fatigue among users. The study employs a mixed-methods approach, combining quantitative data from an online survey of 400 Gen Z SVoD subscribers in Thailand with qualitative insights from in-depth interviews with industry stakeholders. Key findings reveal that Gen Z consumers prioritize personalized and localized content, affordable and flexible subscription plans, and gamification features such as badges and rewards. These elements significantly enhance user engagement and satisfaction, fostering a deeper connection with the SVoD platform. The research underscores the necessity for robust CRM strategies, including personalized recommendations and proactive customer support, to maintain long-term relationships with users. Additionally, the importance of community engagement features, such as social interaction tools and virtual events, is highlighted as a critical factor in building a loyal user base. The study concludes that a multifaceted approach is essential for SVoD platforms to effectively attract and retain Gen Z users. Recommendations for further research include expanding sample sizes and diversity, conducting comparative studies across different regions, integrating objective data sources, implementing longitudinal studies, exploring a broader range of gamification and CRM strategies, and staying adaptable to technological advancements. Addressing ethical and sustainability concerns is also suggested to align SVoD platforms with the values of their audience.