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Consumer Journey Map of Video Streaming Services in Russia

Student: Nikita Andryushin

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2021

VOD services provided a huge rise in user base last year due to pandemic and doubled the prediction for its growth rate for the next five years from the previous predictions, that were announced previously (PWC). However, even with the growth of users, the competition is also going to increase. New VOD services are entering the market. So, It is vital to maintain the customer experience and study it through the whole customer journey. Especially, considering that people use VOD services on daily basis and both positive and negative aspects have a constant impact on customer experience. The goal of the paper is to study the customer journey for VOD services in Russia, to find the main aspects and points of the journey and their impact on the satisfaction of the service usage, to provide recommendations for customer experience improvements for VOD-services in terms of long-term revenue growth.

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