Modeling Digital Television Service Quality and Testing the Relationship Between Service Quality and Behavioral Intention: The Mediating Role of Satisfaction

The purpose of this research was to examine the mediation impact of customer satisfaction on the relationship between service quality and customer behavioral intention in digital television services. Quantitative research method is used for this study; Structural Equation Modeling was used to test the correlation between components in the research model. The research results have systematically modeled seven components of digital television service quality, including content attractiveness, content characteristics, performance quality, transmission quality, program structure, advertising program, and multiple platform. This study's findings confirm that content attractiveness, performance quality, transmission quality, program structure, and multiple platforms are the five of the seven components of digital television service quality that have a significant positive impact on customer satisfaction and behavioral intention. The favorable effect of digital television service quality on behavioral intention has been amplified, and this astonishing discovery verifies the mediating function of pleasure in this process. Theoretically, the study's findings help model the quality of digital television service and reveal a link between these factors and viewer pleasure and behavior change intentions. This useful finding supports the argument that efforts are being made to enhance advertising programs, which in turn improves audiences’ acceptance of advertising programs on digital entertainment platforms and mitigates the detrimental effects of advertising on audience satisfaction and behavioral intention. The study's managerial contribution is a set of recommendations for companies offering digital television service to increase customer satisfaction and positive behavioral intention.